Nine is revolutionising the way audiences consume live television with the launch of a ‘start over’ function on its broadcast video on demand (BVOD) platform, 9Now.
Available on Web and Mobile Apps, and coming soon to Connected TVs (Apple TV, Android TV, Telstra TV, Amazon Fire TV), 9Now’s start over button addresses one of the biggest pain points when it comes to watching live content on BVOD – missing the start of a program and having to wait for the video to be published.
Now, thanks to the start over feature, viewers who join a live channel late in the program can start the program over, up to two hours from the program’s start time.
Once a viewer is in start over mode, they are also provided with the ‘jump to’ option which either takes them straight to the live broadcast or, if a new program has started, they can jump straight to the beginning of the next program.
Nine’s Director of Programming and 9Now, Hamish Turner, said “9Now’s focus is simple: to entertain and inform Australians with the very best in sport, news and entertainment. This focus is pivotal with the increase in streaming on connected TVs.”
“9Now’s daily active accounts have seen 52% growth over the last two years, and the percentage of live viewing minutes up 40%. The new start over function, coupled with Full HD of all our live simulcast channels enhances the viewing experience, ensuring our audience will never miss a minute from their favourite shows.”
Nine’s Chief Product Officer, Bec Haagsma, said “This investment in 9Now is the perfect example of the market-leading innovation happening across Nine – unique technology for our market, putting our viewers in complete control of their viewing experience, and functionality that no other live broadcaster in the country can compete with. It’s live TV, better.”
“We know our audiences, and are making product improvements with their needs and preferences in mind. We’ve found that on average, people can tune in 5-6 minutes late to the news, and up to 15-20 minutes late to shows like The Block, which is completely relatable given the juggle of work, family and other commitments we all deal with. Now when they open 9Now they can control their viewing of our live schedule, whenever and wherever it suits them.
“This is great news for our advertisers as well, with an increase in total minutes consumed by viewers. For example, we could see as much as a 10% growth in 9News total minutes from this single feature – improving both consumption and engagement.”
The start over function is part of a comprehensive viewer-focused upgrade of 9Now, which brings together the simplicity of free-to-air TV, with the convenience and interactivity of digital.
Other key improvements to the live streaming quality on Nine’s 24/7 live channels include:
Full HD 1080p
50 frames per second (FPS) on Channel 9 and 9Gem
5.1 Dolby Surround Sound
This summer, 9Now will also launch an entirely new in-app experience that instantly plays live TV as soon as you open the app (just like traditional TV), whilst letting you browse the catalogue for your favourite content. This innovative, immersive and yet familiar TV experience will further enhance the live experience for Nine audiences.