Now 90s & 00s

Now 90s & 00s is a British free-to-air music television channel built around popular songs from the 1990s and 2000s. The channel was developed by Penny Street TV Ltd, a television business associated with Universal Music Group, as an extension of the Now music-media identity. Its programming concept combines two principal eras: the 1990s, represented through the return of the Now 90s brand, and the 2000s, represented through a newer Now 00s programming block. The channel was announced during June 2024 and launched in the United Kingdom on 3 July 2024 through Sky and Virgin Media. Rather than operating solely as a single uninterrupted decade-branded service, it uses scheduled blocks to present music from the two target periods. This format allows the channel to preserve the recognition of the Now 90s identity while introducing a distinct 2000s strand for viewers seeking music from the following decade. Its core offering is music-video programming rather than scripted television, news, or general entertainment. The channel’s value proposition is based on nostalgia, recognisable catalogue hits, and continuous access to themed music selections. The format places it within the UK’s specialist music-channel market and gives it a complementary relationship with other Now-branded music services and programming initiatives. Now 90s & 00s has also used temporary programming changes and distribution expansion to broaden its reach. From 7 November through 27 December 2024, it adopted the seasonal name Now Christmas and carried festive programming for the holiday period. On 12 March 2025, the service was added to Samsung TV Plus, extending availability beyond its initial pay-TV platform distribution. The channel is listed on Sky in the UK as channel 357 and on Virgin Media as channel 287. Although its defining editorial focus is the 1990s and 2000s, later programming information indicates that selected blocks had incorporated music from the 2010s and 2020s by 2026. This suggests a limited expansion of the original remit while retaining the channel’s central nostalgia-oriented positioning. Publicly available information does not identify a separate chief executive, founder, financial results, or independently listed corporate structure for the channel.

Now 90s & 00s was developed as a British music television service by Penny Street TV Ltd, a company associated with Universal Music Group. The concept was announced in June 2024 and was designed to provide a dedicated home for music from two neighbouring catalogue eras: the 1990s and the 2000s. Its creation also revived the Now 90s identity in a new channel context while adding Now 00s as a newer programming strand. The channel launched on 3 July 2024 on Sky and Virgin Media in the United Kingdom. Its format is based on scheduled programming blocks rather than a single undifferentiated playlist. The Now 90s blocks emphasize music from the 1990s, while Now 00s blocks focus on songs from the 2000s. This structure links the service to the broader Now music brand while allowing viewers to select programming according to a particular decade. The service has used temporary branding as part of its programming strategy. Between 7 November and 27 December 2024, it was temporarily presented as Now Christmas for the festive period. This seasonal change broadened the channel’s editorial focus without permanently changing its core decade-music identity. Distribution expanded on 12 March 2025, when Now 90s & 00s was added to Samsung TV Plus. Its reported UK platform positions include channel 357 on Sky and channel 287 on Virgin Media. Later programming information indicates that, by 2026, selected blocks had begun incorporating songs from the 2010s and 2020s. The broader selection appears to supplement rather than replace the channel’s principal 1990s-and-2000s focus. Publicly available reference material does not provide detailed information about the channel’s internal management, financial performance, launch budget, or separate corporate accounts. It is best understood as a branded television service within the Penny Street TV and Universal Music Group media ecosystem rather than as a separately listed company.

• 2025

  Samsung TV Plus distribution

  [1]Now 90s & 00sen.wikipedia.org

  The service was added to Samsung TV Plus on 12 March.

• 2024

  Channel announced

  [1]Now 90s & 00sen.wikipedia.org

  Penny Street TV Ltd announced plans for a music channel centered on songs from the 1990s and 2000s.

• 2024

  Launch on Sky and Virgin Media

  [1]Now 90s & 00sen.wikipedia.org

  Now 90s & 00s launched in the United Kingdom on 3 July, with separate Now 90s and Now 00s programming blocks.

• 2024

  Temporary Now Christmas rebrand

  [1]Now 90s & 00sen.wikipedia.org

  The channel operated under the Now Christmas identity from 7 November through 27 December for seasonal programming.

A nostalgia-led British music television service focused on popular songs from the 1990s and 2000s, with themed blocks and occasional seasonal or broader-era programming.

• Music television programming block · 2024

  Now 90s

  A programming block within Now 90s & 00s dedicated primarily to music associated with the 1990s. It represents the return of the Now 90s identity in the channel’s schedule and supplies the service’s main 1990s nostalgia proposition.

• Music television programming block · 2024

  Now 00s

  A programming block focused primarily on popular music from the 2000s. It was introduced as a new strand alongside Now 90s and forms the second core component of the channel’s decade-based schedule.

• Seasonal television identity · 2024

  Now Christmas

  A temporary festive identity used by Now 90s & 00s from 7 November to 27 December 2024. The rebrand enabled the channel to present Christmas-oriented music programming during the holiday season.

• 2024Now Christmas

  United Kingdom

  The channel adopted a Christmas-themed identity during the 2024 festive season, replacing its normal presentation between 7 November and 27 December.

  Outcome. The temporary seasonal identity ended after the holiday period, with the service returning to its regular Now 90s & 00s positioning.

  Source

• 2025

  Expand distribution through Samsung TV PlusStrategy

  Background

  The channel had initially been distributed through Sky and Virgin Media in the United Kingdom.

  Action taken

  Now 90s & 00s was added to the Samsung TV Plus line-up on 12 March.

  Aftermath

  The service gained an additional television distribution platform.

  Source

• 2024

  Launch a combined 1990s and 2000s music channelProduct launch

  Background

  Penny Street TV Ltd planned a channel serving viewers interested in popular music from the 1990s and 2000s.

  Action taken

  The company launched Now 90s & 00s on Sky and Virgin Media on 3 July, organizing the schedule into Now 90s and Now 00s blocks.

  Aftermath

  The channel established a dedicated UK outlet for decade-focused music programming under the Now identity.

  Source

• 2024

  Adopt a temporary festive identityStrategy

  Background

  The channel sought to provide seasonal music programming during the 2024 Christmas period.

  Action taken

  Now 90s & 00s temporarily operated as Now Christmas from 7 November through 27 December.

  Aftermath

  The seasonal branding concluded after the stated festive window.

  Source

1. 1Now 90s & 00sen.wikipedia.org
2. 2NOW Musicnowmusic.com