Sky’s Sibling NOW TV and Broadband Rebrands to Just.. NOW
Sky’s sibling UK ISP and TV video streaming service, NOW TV (NOW Broadband), will this week be rebranded as just “NOW” (i.e. the “TV” part has been dropped) in order to remove unnecessary detail in favour of “brilliant simplicity … for those who love and live for the best entertainment.” Ok then.
At the time of writing this change, which was first spotted by The Drum, has not yet been introduced as their website continues to display the old logo (we believe it’s due to change tomorrow). We are also unsure of what else may be changing alongside this, if anything.
Personally speaking, yours truly has never been a particular big fan of brands that adopt a commonly used word for their name because it often makes writing some sentences comically tedious (e.g. “and now NOW has..“), which requires a different form of language to present in a way that doesn’t grate too hard into the subconscious. We’ll miss the old name, it was fine.
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Marina Storti, MD at NOW, said: “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.” Just a reminder for normal people, they only removed the “TV” part and changed the colour, that’s more or less it.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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At least moving to Now reduces confusion with Hong Kong’s Now TV.
‘And we’ve moved the letters together, to bring beauty and connection to the world in which we live, whilst promoting collective expression’…
What a load of tosh! Probably paid £100m to a trendy coffee house, sorry; ‘agency’.
Nice one
Maybe I’m bad but I now quite understand these changes and the colour choice this time is not nice Orange and Red look was far better. I know they have done this because they sell broadband but if I am honest I can’t see that being the major reason people use NowTV as there is loads of Broadband ISP but NowTV is unique for the TV it shows.
Not unique… it’s effectively Sky on demand.
So one would imagine that as FTTP increases more people will move from a Sky bundle to a Now bundle due to it’s lower costs.
I seen this on my RSS aggregator and thought, “JustNow” is a great new name.
Now is not as good.
“Not Now” or anytime lol
The app icon on my Samsung TV now displays the new logo, hoping this means a slicker looking app interface is on its way.
Now now people stop taking the p**s
Not sure why “now” is easier then now TV (be interesting how Google handles a generic word “now”)
People probably said that about sky when it from sky television to BSkyB to just sky.
Now is going to be nearly as big as sky over the next few years.
Appears the website has now updated, but not the domain name. Interestingly now.com is already is use, would seem a little short sighted if they carry on using nowtv.com.
When will this site stop dumbing down its stories? (i.e. the “TV” part has been dropped) – the majority of readers will understand this without having it explained….
You rebrand it and now make the app very slow loading flashing now 3 times until it eventually loads the page . Tf