The Sky run NOW TV enterprise is having a shake up to simplify the brand and will drop the ‘TV’ to become simply, NOW.
Part of Sky’s overarching business, NOW TV provides an affordable way for audiences to gain access to Sky’s entertainment, movies, kids and sports content without a lengthy contractual commitment and it will be adopting a new look and feel. Gone will be the TV part of the name as NOW TV is streamlined to a more succinct NOW.
According to the press release, dropping the TV qualifier is intended to reflect “how brilliant simplicity meets brilliant entertainment.” Members can join in and watch the world’s best critically acclaimed shows, new and exclusive movies and unmissable sports – live and on demand - all with a streamlined identity, a new green colour palette and a new graphic illumination on the ‘O’ – illustrating a portal through which to showcase NOW’s entertainment at the heart of the brand.
Alongside the brushed up livery, there will be a new ‘tone of voice’ with an emphasis on community. Audiences will be invited to join this NOW community with a NOW Membership (formerly Passes) - including Entertainment, Cinema, Sports, Kids and hayu, starting at £3.99 a month, all contract-free. Every NOW Membership can be enhanced with Boost from £3 a month - enabling streaming across 3 devices at the same time as well as full 1080p HD and Dolby Digital 5.1 Surround Sound - all largely the same as before, it would seem.
NOW TV leverages hardware and software developed by Roku for its service, for example using the same remote and voice search, but the rebranding exercise does not appear to involve any changes in these areas, and looks instead to be a way of refocussing marketing efforts to attract new audiences.
This rebranding has already appeared on NOW’s website where there are details of the company’s broadband offerings as well as the streaming platform but a more concerted ‘Welcome to NOW’ campaign will start on 19th March.
Marina Storti, Managing Director at NOW, comments: “NOW has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love. By moving from NOW TV to NOW, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment."
NOW is available on over 60 devices and across 3 countries in Europe including Italy, ROI and Germany (Sky Ticket). The NOW rebrand is led by the UK and will be adapted and rolled out to Italy and ROI at the same time.
Source: Press Release
Image Source: NOW