Broadcaster also launches division to create original formats for brands
Nine in Australia has launched a vertical video service within its BVoD offering 9Now.
The 9Now Stories-branded service will use curated content from the broadcaster’s show brands to deliver what it says is “short form, premium vertical video” across entertainment, sport, news and current affairs.
The move is designed to enable advertisers to tap into a controlled environment for brands, with Nine adding that the “emphasis is on trust and reliability”.
Content will be curated by Nine’s video content division based within 9News and it is designed to be time-sensitive, with viewers able to share clips.
All content will be tied to specific Nine brands, events or topics, with links providing access to programming on 9Now. It will also allow viewers to reach Stan and Nine’s publishing sites in the future, the broadcaster said.
Hamish Turner, executive director of Nine Network and 9Now, said the 9Now Stories would provide viewers with “a mobile first destination with trusted content in a format they love.”
He added: “The experience provides a powerful tool for driving a daily habit with Australia’s best content. It is our first step in driving deeper user engagement and providing a new, high-value channel for our partners.”
Nick Young, Nine’s commercial director of digital, said the product would be scaled over the coming months with “integrated sponsorship opportunities and unique video ad capabilities” being explored.
The Aussie broadcaster has also expanded its ad-focused Powered unit to created PoweredTV, which will create brand-funded content and integrations across its streaming and broadcast divisions.
Original formats and multi-platform shows built around brands are in the works, the company added.
Director of Nine Powered, Lisa Day, said: “The key to our success is our commitment to co-creation: meaningfully weaving brands into the moments that matter by working in partnership with our production teams. This collaborative approach delivers superior, welcome storytelling and compelling results across the full Nine suite.
“We aren’t just integrating; we’re building original, primetime content that ignites conversation and forges powerful audience connections across our entire streaming and broadcast ecosystem.”
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