Nine begins roll-out of catch-up and streaming service 9Now and registration system My9

Nine Entertainment has begun the roll-out of 9Now its new catch up TV and live streaming service, in a move that will see it junk its current brand 9Jumpin.

9nowMumbrella revealed last week that Nine would launch the service this week, with the service requiring users to login in and provide their details through to a new membership program called My9.

As of 3:00pm today the website and mobile app were both live but users were not yet able to sign up to My9 to access the service.

My9 is currently down but expected to launch in the coming days.

My9 is currently down but expected to launch in the coming days.

9Now is part of a brand alignment which Nine announced last year at its Upfronts where it signalled it would dump its existing catch-up service 9Jumpin in 2016.

At the time, sales boss Peter Wiltshire said: “9Now is the replacement as we retire the 9Jumpin brand. In the early part of 2016 9Jumpin will disappear and NineNow will replace it.”

“9Jumpin was built to be a second screen companion app that also housed our on-demand catch-up content. It was never designed to be a streaming product and it isn’t.

“We have re-cut our entire platform, sourced a new tech supplier which has the global best practice in this sort of technology and, as of early 2016, NineNow will take the place of 9Jumpin.”

The move to require users to log in was first flagged by Wiltshire back in October of 2015 and is part of a data play but the TV network which is pushing its programmatic credentials, offering target advertising to users of 9Now. 

“All of Nine’s channels will eventually sit in one destination and online environment… and it is very important as a broadcaster that we have the ability in order to build a first party database,” said Wiltshire.

“As we move to 9Now and have a single ID across our properties we can start to track their behaviour and move into a world where we can provide addressable audience targeting for advertisers – not only on online devices but eventually our aspiration is to be on the main screen of the home.”

The move comes as Nine follows Seven into the area of live streaming with 9Now set to provide an online feed of Nine’s main channel and multichannels.

The soft launch of 9Now coincides with TV measurement firm OzTAM announcing a launch date of February 7 for its new Video Player Measurement (VPM) Report, giving the industry the first audited numbers on the amount of people watching TV on the network’s catch-up services.

Comment is being sought from Nine about the move.

Nic Christensen 

Disclaimer: Nine is currently advertising on this website.

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