The NOW That’s What I Call Music brand is extending its reach with a dedicated TV channel that will launch on October 23.
Titled Now Music, the channel will feature a Top 100 favourite videos from 30 years of NOW!, the results of a poll conducted across Now’s Facebook and Twitter.
On November 22, NOW Music will change emphasis and become NOW Christmas featuring seasonal hits until December 27 when it will revert back to NOW Music.
Aside from these special features, the channel's regular daytime programming will focus on current music, and evening and weekend shows will feature songs from the NOW brand's 30-year catalogue.
The channel is a joint vnture between NOW owners Universal Music and Sony Music, and All Around The World TV which already runs music channels including Clubland TV, Planet Pop and Channel AKA.
NOW Music will appear on Sky 378 and FreeSat 512.
NOW joint MD Steve Pritchard said: “It’s a perfect time for us to be doing this. The NOW generation is the one that corresponds almost exactly with the advent of the music video.”
All Around The World TV’s COO Simon Sadler added: “A NOW Music TV channel is such an obvious and exciting idea and when better to go for it than by launching just ahead of the year's biggest NOW album, on the back of one of the biggest NOW summer albums ever. It’s also a great opportunity to utilise one of the most recognisable Christmas brands in the UK."