Nine playing catch-up with love

Looking for love? Or a holiday? Or maybe even both? Channel 9 might have just what you are looking for with the announcement of an Australian version of UK reality TV show Love Island. Love Island AU will launch on catch-up platform 9Now, with support from secondary channel 9Go. The latest UK season has been a revelation across Nine’s catch-up TV platform with CEO Hugh Marks insisting, “The engagement in a catch up environment has surpassed all expectations.”

Our take

Today’s audience demand more control over not only what they consume but how they consume it. The decision to launch Love Island AU on catch-up TV platform 9Now, with support from secondary channel 9Go, is a great example of a traditional media outlet responding to these demands. As contemporary platforms like catch-up TV become increasingly popular, expect to see major networks step away from traditional broadcast models in favour of new and innovative solutions.

Sam Coughlan

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