Nine setting industry trend with VOD registration, says digital boss

Nine expects the television industry to follow its lead by introducing log-in systems to catch-up and streaming services in order to better deliver contextual advertising, the broadcaster’s chief digital and marketing officer, Alex Parsons, said.

As the catch-up service 9Now celebrates its first anniversary having achieved up 2.6m subscribers, Alex Parsons told Mumbrella the service’s registration system wasn’t a “barrier at all to consumption or to take-up”.

Parsons said the log-in requirement has enabled Nine to have a “much better understanding of our audience base than the remainder of the AVOD industry in this market”.