NOW That’s What I Call brand diversification… The Now! compilations are getting their own digital TV channel in the UK, courtesy of a new joint venture between labels UMG and Sony and music TV specialist All Around the World TV. Due to launch on 23 October, Now Music will play videos from the 30-year history of the Now! compilations, before switching to a Christmas-themed channel on 22 November for just over a month. Initially, the channel will be available through the Sky and FreeSat digital TV platforms. “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,” said joint MD Steve Pritchard in a statement. Now Music follows a range of digital initiatives for the brand, including a popular Spotify app.