Today, NOW TV is proud to unveil a new identity, look and feel. With a new name, NOW reflects 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. A streamlined identity, with a new green colour palette, makes use of a graphic illumination on the ‘O’ – a portal to showcase NOW’s entertainment at the heart of the brand.

Alongside the visual upgrade, NOW also moves to a new tone of voice. Audiences are invited to join our community with a NOW Membership (formerly Passes) - including Entertainment, Cinema, Sports, Kids and hayu, starting at £3.99 a month, 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.

The rebrand will be unveiled with a nationwide ATL campaign on the 19th March, bringing to life the new look and positioning in a creative range campaign. The ‘Welcome to NOW’ campaign will run across TV, digital channels and OOH as well as partnership promotions with Hearst and Global, inviting members to stream the range of world-class content available on its platform.

NOW’s award-winning broadband has adopted the new identity and membership model with a striking green gradient logo and NOW Membership Broadband plans – including Brilliant Broadband, Fab Fibre and Super Fibre.

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.