Nine Network

===Expanding digital services (2008–2014)===
In 2008, as part of a major relaunch, the network dropped the blue box, and reinstated its nine dots in its logo, with a CGI look. After losing viewers to ''Seven News'', Nine relaunched its news service as ''[[Nine News]]'', which managed to win more weeks over Seven in the first half of 2008. Nine also launched a break-out hit, ''[[Underbelly (TV series)|Underbelly]]'', which attracted over 2.5 million viewers in its first season. Nine tried to attract younger demographics, so while Seven went on to win the ratings year in total people, Nine was rated the number one network in the key 18–49 and 25–54 demographics.

In March 2008, the Nine Network launched and debuted a high-definition channel called [[9HD|Nine HD]] on channel 90 until 2010.

In 2009, Nine started relatively strongly due to the top-rating Australian drama ''[[Underbelly: A Tale of Two Cities]]'' and the Twenty20 Cricket series until Nine lost the rights in 2018 but could not hold its audience after [[Network Ten]]'s ''[[MasterChef Australia]]'' became a hit. Nine became inconsistent with scheduling and removal of programmes. Nine also launched a number of reality shows, including ''[[Ladette to Lady]]'', ''[[Wipeout Australia]]'', ''[[HomeMADE]]'', ''[[Australia's Perfect Couple]]'', and ''[[The Apprentice Australia]]'', in the hope of achieving the same success other networks had with the genre. All the new formats underperformed in the ratings and did not help the network establish any stable local content. Nine also expanded its news strand with the reintroduction of a late-night bulletin (for its owned-and-operated stations), an extended morning bulletin and weekend editions of ''[[Today (1982 TV program)|Today]]''. The flagship 6:00&nbsp;pm state bulletins continued to fall in the ratings, though its Melbourne bulletin remained competitive, being the only market to win any weeks against ''Seven News''.<ref>{{Cite web |last=Knox |first=David |date=24 August 2009 |title=Nine News to unveil new Melbourne set |url=http://www.tvtonight.com.au/2009/08/nine-news-to-unveil-new-melbourne-set.html |url-status=live |archive-url=https://web.archive.org/web/20170808153442/http://www.tvtonight.com.au/2009/08/nine-news-to-unveil-new-melbourne-set.html |archive-date=2017-08-08 |access-date=2017-07-19 |website=[[TV Tonight]]}}</ref>

In August 2009, Nine launched and debuted its own digital multi-channel called [[9Go!|GO!]] on Channel 99, primarily aimed at a younger demographic. The shares from GO! contributed to Nine's weekly shares and allowed it to enjoy several weeks of weekly ratings wins. In September, the network took on a new slogan, "Welcome Home", and revamped its graphic package. With the resurgence of ''Nine News'', growth of ''Today'', stabilisation of ''60 Minutes'' and a new programme line-up consisting of ''[[Hey Hey It's Saturday]]'', ''Underbelly'' and ''[[Sea Patrol (TV series)|Sea Patrol]]'', Nine enjoyed more ratings success.

In 2010, Nine obtained the rights to exclusive coverage of the Sydney New Year's Eve fireworks. GO! won the year in digital shares only. On 26 September 2010, Nine launched and debuted their third digital channel [[9Gem|GEM]] (an acronym of General Entertainment and Movies) on Channel 90. In 2011, the Nine Network announced a new "Home of Comedy" line-up with comedy shows such as ''[[Two and a Half Men]]'', ''[[The Big Bang Theory]]'', and other American sitcoms, along with the launch of a live comedy show ''[[Ben Elton Live From Planet Earth]]'', which was cancelled after only three episodes due to low ratings. Nine also brought back ''[[This Is Your Life (Australian TV series)|This Is Your Life]]'' with Eddie McGuire as host, although the series was cancelled after airing four episodes. The Nine Network had success in the ratings in the second half of 2011 with ''[[The Block (Australian TV series)|The Block]]'', ''[[Underbelly: Razor]]'', and ''[[The Celebrity Apprentice Australia]]''. The highly anticipated return of a revamped ninth season of ''Two and a Half Men'' proved a huge success for the network, generating 2.3 million viewers and dominating the week as top program.<ref>{{Cite web |last=Knox |first=David |date=2011-09-21 |title=2.3m for Two and a Half Men |url=https://tvtonight.com.au/2011/09/2-3m-for-two-and-a-half-men.html |access-date=2023-09-09 |website=[[TV Tonight]] |language=en-AU}}</ref> The return of new episodes of the popular sitcom ''The Big Bang Theory'' was also a huge success for the network, scoring high figures consistently week after week and dominating the evening as top program. Despite this, the Nine Network finished in second place in the ratings again in 2011 on 19.6%, behind the Seven Network (23.1%) and ahead of the Network Ten (15.9%), [[ABC TV (Australian TV network)|ABC TV]] (12.2%) and [[SBS (Australian TV channel)|SBS]] (4.6%).<ref>{{cite news |last=AndrewB |first= |date=26 November 2011 |title=Free To Air TV Ratings For The Year 2011 |website=Throng |url=http://www.throng.com.au/ratings/free-air-tv-ratings-for-the-year-2011 |archive-url=https://web.archive.org/web/20131205113426/http://www.throng.com.au/2011/11/free-to-air-tv-ratings-for-the-year-2011/ |archive-date=5 December 2013}}</ref>

On 24 November 2011, the Nine Network announced the line-up for 2012, with a focus on reality programs, including an Australian version of ''[[The Voice (Australia)|The Voice]]'', the return of ''[[Big Brother Australia 2012|Big Brother]]'', ''[[Excess Baggage (TV series)|Excess Baggage]]'', and ''The Celebrity Apprentice Australia''.<ref name="VoiceExcess">{{cite news |last=AndrewB |date=24 November 2011 |title=Nine's Home of Excitement in 2012. The Voice, Excess Baggage, Big Brother, more Underbelly, Celebrity Apprentice and The Block |work=Throng |url=http://www.throng.com.au/big-brother/nines-home-excitement-2012-voice-excess-baggage-big-brother-more-underbelly-celebrity-apprentice-and-block |archive-url=https://web.archive.org/web/20120203133213/http://www.throng.com.au/big-brother/nines-home-excitement-2012-voice-excess-baggage-big-brother-more-underbelly-celebrity-apprentice-and-block |archive-date=3 February 2012}}</ref> The Nine Network also aired coverage of the [[2012 Summer Olympics]] in London. A new morning show, [[Mornings (TV program)|''Mornings'']], replaced the departure of [[Kerri-Anne Kennerley]]'s self-titled show, after nine years on air.<ref name=VoiceExcess/> The program, now called ''Today Extra'', is hosted by [[Sylvia Jeffreys]] and [[David Campbell (Australian musician)|David Campbell]].

On 26 March 2012, the Nine Network launched and debuted [[Extra (Australian TV channel)|Extra]], a new channel aimed at delivering home shopping, brand funded, religious, community, educational and multi-cultural programming content created by advertisers.<ref name="Media Spy">{{Cite web |date=24 March 2012 |title=Nine to launch Extra |url=http://www.mediaspy.org/report/2012/03/24/nine-to-launch-extra/ |archive-url=https://web.archive.org/web/20120326204136/http://www.mediaspy.org/report/2012/03/24/nine-to-launch-extra/ |archive-date=26 March 2012 |access-date=19 May 2012 |website=Media Spy}}</ref><ref name="TV Tonight">{{Cite web |first=David|last=Knox |date=26 March 2012 |title=Nine launches EXTRA |url=http://www.tvtonight.com.au/2012/03/nine-launches-extra.html |access-date=19 May 2012 |publisher=TV Tonight}}</ref><ref name="Mediaweek">{{Cite web |date=26 March 2012 |title=Nine launches EXTRA on Channel 94 |url=http://mediaweek.com.au/news/nine-launches-extra-on-channel-94.html |url-status=dead |archive-url=https://web.archive.org/web/20121215142300/http://mediaweek.com.au/news/nine-launches-extra-on-channel-94.html |archive-date=15 December 2012 |access-date=19 May 2012 |publisher=Mediaweek}}</ref> Its timeshift channel, Extra 2, launched on 28 March 2013 on channel 95 and channel 85 in NBN areas as a five-hour [[Timeshift channel|timeshift]].<ref name="TV Tonight - David Knox">{{Cite web |last=Knox |first=David |date=29 March 2013 |url=http://www.tvtonight.com.au/2013/03/extra-channel-timeshifted-by-nine.html |title=Extra channel timeshifted by Nine |access-date=29 March 2013 |publisher=TV Tonight}}</ref> As a result, the quality of sister channel [[9Gem]] was cut.<ref name="Throng">{{Cite web |last=AndrewB |date=28 March 2013 |title=What is Extra 2? Channel 95? Another free to air channel? |url=http://www.throng.com.au/2013/03/what-is-extra2-channel-95-another-free-to-air-channel/ |archive-url=https://web.archive.org/web/20181004225853/http://www.throng.com.au/2013/03/what-is-extra2-channel-95-another-free-to-air-channel/ |archive-date=4 October 2018 |access-date=2 April 2013 |publisher=Throng.com.au}}</ref>

On 15 April 2012, the Nine Network new rebrand visual identity for Channel Nine logo with the enhanced colour palette, which uses lighter shades of blue and more white gradients, including color from the brand identity, this was part identity since 2001 Nine Network logo.

It was reported on 31 May 2012 that the Australian telecommunications company [[Telstra]] and [[WIN Television]] Network CEO, Bruce Gordon, are considering making a takeover bid for Nine Entertainment.<ref>{{cite news |last=Davidson |first=Darren |date=31 May 2012 |title=Telstra eyes troubled Nine television network |url=https://www.theaustralian.com.au/business/media/telstra-eyes-troubled-nine-television-network/news-story/bd2ef0e9624b2b7aeddafded7d398e37 |url-access=subscription |archive-url=https://archive.today/20240130061247/https://www.theaustralian.com.au/business/media/telstra-eyes-troubles-nine-television-network/news-story/bd2ef0e9624b2b7aeddafded7d398e37?amp=&nk=eef54ac5b712686d1c9c2497d82ee1d1-1706595178 |archive-date=30 January 2024 |access-date=30 January 2024 |newspaper=The Australian |publisher=[[News Limited]]}}</ref><ref>{{cite news |last=Liddington-Cox |first=Alexander |date=13 June 2012 |title=BREAKFAST DEALS: Media misery |url=https://www.theaustralian.com.au/business/business-spectator/news-story/breakfast-deals-media-misery/2a35bcec8659c0faed3ec8fba2f9b475 |access-date=30 January 2024 |work=The Australian |department=Business Spectator |publisher=[[News Limited]]}}</ref> The network currently is trying to fight off administration as it deals with a debt exceeding A$3.3 billion.{{citation needed|date=September 2017}}

It was reported on 3 June 2013 that the Nine Network would immediately purchase Adelaide affiliate NWS-9 from the [[WIN Corporation]] as part of a deal to secure international cricket television rights.<ref>{{cite web|last=Knox|first=David|title=Nine signs news cricket deal, buys Adelaide affiliate|date=3 June 2013 |url=http://www.tvtonight.com.au/2013/06/nine-signs-news-cricket-deal-buys-adelaide-affiliate.html|access-date=3 June 2013}}</ref> On 3 July 2013, it was reported that Nine would exercise an option to also buy STW-9 from WIN Corporation.<ref>{{cite news |date=3 July 2013 |title=Nine to buy WIN Perth TV station |work=[[The Australian (newspaper)|The Australian]] |publisher=[[News Corp Australia]] |agency=[[Australian Associated Press]] |url=https://www.theaustralian.com.au/news/nine-to-buy-win-perth-tv-station/news-story/819197435946e3ae1d6299138d9ae944 |access-date=9 September 2023}}</ref> Both purchases have resulted in these stations being, once again, O&O stations of the network for the first time since the 1980s.

On 8 November 2013, FIXPlay was merged into Jump-in, later renamed to '''9Jumpin''' in May 2014, integrating catch-up TV with interactive social media.<ref>{{cite web |url=http://mi9.com.au/article.aspx?id=8851053 |title=State-of-the-art app for Origin viewers - 9jumpin to stage first ever "Tweet of Origin" battle |date=27 May 2014 |publisher=Mi9 |access-date=27 January 2016 |url-status=dead |archive-url=https://web.archive.org/web/20140623143556/http://mi9.com.au/article.aspx?id=8851053 |archive-date=23 June 2014}}</ref>

As of 10 December 2013, Nine no longer broadcasts on analogue TV and is now only available through digital TV or digital set-top box.

On 27 January 2014, the Nine Network have stopped using the Supertext logo and have switched to their own Closed Captioning logo.
[[File:Nine Network, Docklands.jpg|thumb|Nine Network office in [[Docklands, Victoria|Docklands]]]]