Sky’s online offshoot has had a major overhaul, as it grows beyond just television.
After nine years, Now TV is now known as “Now”, with the revised name reflecting its broader service offering beyond TV. Since 2016, Now TV has offered broadband and landline telephony services.
The brand change applies to Now TV in the UK, Republic of Ireland and Italy.
An advertising campaign starting this week will alert viewers to the change, which includes a new logo and colour scheme (green). A revised user interface with the new branding is being rolled out across all supported devices.
From now on, Now TV Passes will be known as ‘memberships’. So for example, a customer can sign up for a ‘Sports Membership’, rather than a ‘Sports Pass’. Recently purchased but not redeemed vouchers for Passes are still valid, but on-screen references will now refer to ‘memberships’.
Social media outlets have also changed – customers seeking support on Twitter will now need to go to @NOWHelpTeam. The main Twitter account has changed from @NowTV to @Now. But the service’s main website continues to be available under nowtv.com, as now.com is already used by a Hong Kong broadband and telephony service.
What the admen say about the change
Sky’s creative team say “the truncated identity refocuses the Now brand on a single word, leveraging the power of three and removing unnecessary detail.”
Now TV first launched in 2012 in the UK as a low cost alternative to Sky’s satellite service. It initially offered Sky Movies on-demand before branching out to include entertainment and sports channels.
Sky launched the service to reach individuals unwilling to commit to a lengthy TV contract or unable to have a satellite dish and those wanting to customise the services they wanted to access. Before Now TV came along, film and sports channels could only be added to TV channel packages if the customer was already subscribing to a basic TV package. Now TV was the first service to provide short-term access to sports channels.
[last updated 14:44]