Zype Case Study

Nine is one of Australia’s largest free-to-air broadcasters, serving 16 million viewers across mobile, web, and connected TV.

As the media landscape rapidly evolved with the rise of FAST (Free Ad-Supported TV) channels, Nine saw an opportunity to reach new audiences and create a new revenue opportunity by launching a digital channel suite on their owned and operated platform, 9Now, to further monetize their rich content catalog.

To bring this vision to life, Nine needed a solution that combined flexible scheduling, high-performance automation, and linear TV-like programming tools. They found a solution in Zype Playout, Zype’s cloud-based linear channel scheduling solution. With Zype as their partner, Nine was able to develop a robust FAST (Free Ad-supported Streaming Television) strategy that helped them dominate Australia’s FAST market while maintaining editorial control and high production values.

THE CHALLENGE

Launching High-Performing FAST Channels with Limited Resources

Today, Nine's FAST channels on 9Now regularly capture a third of the national FAST market share, but when Nine first embarked on pursuing its FAST strategy, the team was starting from scratch. With no legacy playout system, and a goal to pursue FAST as a new revenue stream, they sought a solution that would:

Enable them to build and launch channels quickly
Mirror traditional linear TV programming to appeal to legacy audiences
Minimize manual workloads for content ingestion and scheduling
Provide editorial control and operational flexibility for small, in-house teams

"We didn’t want to lease out channels to third parties. We wanted in-house control, editorial flexibility, and the ability to experiment. Zype let us do all of that." says Kate Sturgess, Head of 9Now Programming & Operations.

9Now Channel Lineup Example (1)

THE SOLUTION

Editorially-Driven, Broadcast-Quality FAST Channels Powered by Zype Playout

Zype Playout gave Nine the tools to build a suite of dynamic FAST channels that allowed them to maintain a traditional broadcast feel for audiences, creating a compelling linear channel experience around Nine’s robust content catalog. With features and functionalities similar to traditional broadcasting platforms, Zype Playout allowed Nine’s team to run these new digital channels like traditional broadcast playout, and offered a comparable toolset that helped make her team's skillset transferable from system to system.

In terms of workflow, the Nine team uses Zype Playout to program and deliver 10 digital channels streamed exclusively to their 9Now platform across CTV, mobile and web. Channels like “Seinfeld 24/7”, “9Crime” and “9Mystery&Paranormal” are thematically programmed with either content from Nine’s catalog, or content Nine specifically owns the FAST distribution rights to.

The Nine team used Zype to:

Ingest content via MRSS feeds for automated metadata and cue point ingestion, saving 100+ hours per month in manual work and eliminating room for human error
Use calendar view scheduling to build detailed programming grids, mirroring linear broadcast workflows, and saving time with drag and drop programming functionality
Easily fill-in program schedules leveraging programming blocks and interstitials with push-out features for easy scheduling and insertion of ads, promotional and branded bumpers to maintain engagement around certain junctures, such as 6PM prime time
Strategically place ad breaks with SCTE marker recognition to facilitate downstream ad insertion

"Features like calendar view and “push-out” scheduling adjustments made my work four times faster. Zype helped us bring traditional TV programming discipline to digital streaming." says Sturgess.

THE RESULTS

Top Market Share and Record-Breaking Viewer Engagement

Since launching its first FAST channel in October 2023, Nine has expanded rapidly. The team has successfully launched multiple thematic channels including “Seinfeld 24/7”, “9Crime”, and “9Mystery&Paranormal” each focused on a specific audience interest.

Using Zype Playout for FAST channels has allowed Sturgess and her team to program differently from the competition. Instead of repeating the same programming every 6 hours, as some of the competition do, Nine is able to run a true multi-channel that provides a viewer experience similar to traditional broadcast. Sturgess has used her FAST channel medium to create programming stunts that help drive engagement with new and existing audiences, such as a user-voted Seinfeld Top 100 Countdown, which became not only 9Now’s highest-performing FAST weekend ever, but also the highest performing FAST weekend on any platform in market in Australia.

Creating digital linear FAST channels for 9Now’s platform has allowed Nine to:

Have 3 of their channels consistently ranked in the Top 10 FAST Channels in the market, with Seinfeld 24/7 and 9Crime always holding two out of the top 3 positions

With 10 channels in the FAST market vs other competitors that have over 80+ channels, 9Now regularly captures a third of the national FAST market share with fewer channels, justifying their relentless focus on quality vs quantity, and outperforming larger competitors in engagement
Achieve record-breaking viewership with the Seinfeld countdown stunt, rivaling broadcast channel ratings
Attract a stronger male audience segment and retain viewers through curated programming blocks

"Our goal was to offer a quality programming experience over a quantity of channels. Zype made that possible. We created compelling, appointment-based viewing experiences that stood out from the competition." says Sturgess.

With Zype Playout, Nine has built one of the most successful FAST portfolios in Australia, combining efficient workflows with editorial sophistication. The partnership empowers Nine to operate lean, move fast, and innovate freely—without sacrificing viewer experience or brand control.

"Zype’s responsiveness, flexibility, and roadmap alignment have been critical to our success. We’re not just launching channels; we’re redefining what FAST can look like." says Sturgess.

Using Zype Playout, Nine has been able to expand the distribution and monetization of their content and increase engagement time with fans across emerging platforms. Nine’s journey shows how a traditional broadcaster can thrive in digital-first formats by leveraging the right technology partner and embracing a forward-thinking programming strategy.

To learn how Zype Playout can help you expand the impact of your content, request a demo today.

Elevating FAST Programming and Achieving Market Leadership with Zype Playout

Nine is one of Australia’s largest free-to-air broadcasters, serving 16 million viewers across mobile, web, and connected TV.

Launching High-Performing FAST Channels with Limited Resources

“Features like calendar view and “push-out” scheduling adjustments made my work 4x faster."

Editorially-Driven, Broadcast-Quality FAST Channels Powered by Zype Playout

“"Zype’s responsiveness, flexibility, and roadmap alignment have been critical to our success. We’re not just launching channels; we’re redefining what FAST can look like.""

Top Market Share and Record-Breaking Viewer Engagement