Nine has confirmed a strategic reconfiguration of its broadcast assets, converting its regional television licence, NBN, into an affiliate owned and operated by WIN Television, as the media group streamlines its operations around metropolitan markets and accelerates a broader push into advertising-led, high-growth assets.
Under the new arrangement, NBN will continue to carry Nine’s national programming in the northern New South Wales licence area – including Newcastle – for at least the next five years.
The move comes amid an unfolding transformation at Nine that has already seen the sale of its national radio network – including flagship talkback stations such as 2GB and 3AW – to billionaire pub owner Arthur Laundy in a reported $56 million deal and an $850 million acquisition of digital outdoor advertising business QMS Media, underscoring a shift toward scalable, agency-friendly media properties.
Arthur Laundy Nine Radio
Regional signal remains, ownership changes hands
Nine CEO Matt Stanton said the conversion of NBN into an affiliate made strategic sense while preserving key distribution.
“This change, while significant for Nine, means audiences continue to benefit from all of the 9Network’s premium national programming, from news to top-tier entertainment and the biggest sports events, matched with critical local news coverage from the best regional broadcaster in Australia,” Stanton said.
He emphasised the operational logic of the move within Nine’s broader strategy.
“From Gosford to Newcastle, Tamworth to Taree and all communities right up to the Gold Coast, NBN is the region’s favourite broadcaster and has been terrific for Nine. While we will continue the relationship as an affiliate, this move makes sense to ensure we remain aligned with our corporate focus on bringing premium programming experiences to the nation, while maintaining an operational focus on metro-market licences.
“WIN TV is the natural owner for NBN. WIN is well known across Australia as a trusted brand and broadcasting operator in regional communities,” he said.
For Nine, converting NBN to an affiliate reduces operational complexity and cost while maintaining audience reach and advertising inventory in a strategically important regional territory.
Andrew Lancaster
WIN Television expands regional footprint
WIN Network CEO Andrew Lancaster said the acquisition reflected a long-term commitment to regional Australia and the importance of local news.
“NBN is a highly respected regional broadcaster with a proud history of informing and entertaining northern NSW and the Gold Coast. WIN is deeply embedded in the regional communities in which we work and live, now broadcasting into 29 markets across Queensland, New South Wales, Victoria, Tasmania, South Australia, Western Australia and the ACT,” Lancaster said.
He pointed to WIN’s scale and newsroom investment as key strengths.
“As the largest provider of regional television news in Australia, underpinned by significant investment in newsrooms, journalists and production and broadcast infrastructure, WIN understands the importance of strong, independent local news and a voice for regional communities. This acquisition of WIN reinforces our commitment to providing that local voice, while continuing to deliver Nine’s leading national news, sport and entertainment content to audiences across the northern New South Wales region.”
“Along with our deep connection to the communities where we broadcast, WIN’s record of delivering trusted, high-quality local news while complementing Nine’s national programming remains unmatched,” he added.
Stakes for market and audiences
The NBN transition ensures continuity of service for regional viewers while aligning Nine’s operational focus with metro licences and scalable ad inventory.
For WIN, the deal extends its reach and newsroom scale, reinforcing its status as Australia’s largest regional broadcaster with deep community ties.
As Nine reshapes its portfolio around high-growth, advertiser-focused assets, the affiliate model at NBN – paired with broader divestments and acquisitions – underscores a pivotal pivot in how the network balances national reach, regional presence and commercial strategy.
Main image: Matt Stanton