[3] Nine Network CEO David Gyngell stated "GEM is part of Nine's strategy to create a cluster of complementary channels to cover all key audiences."

On 26 November 2015, the Nine Network introduced a network-wide rebrand of all of its digital channels with GEM being renamed "9Gem".

[11] The HD simulcast was brought in ahead of their broadcast of the 2019 Ashes and the backend of the 2019 Cricket World Cup.

Programs aired on the channel are female-skewed, but also range from a mix of genres, including crime, lifestyle, drama, classic sitcoms, comedies, live sport and repeated high definition or silver screen films.

Other imports include Birds of a Feather, Bless This House, Conan, the CSI franchise, The Golden Girls, Law & Order, and more.

Australian programs include Alive and Cooking, McLeod's Daughters, What's Good For You?, Amazing Medical Stories, Sea Patrol, Getaway and The Taste.

Since 2012, 9Gem has televised live National Rugby League (NRL) matches into Victoria, Western Australia, South Australia and Tasmania,[17] therefore putting it head-to-head with Seven/7mate's live Australian Football League (AFL) coverage in those states, and eliminating the need for Melbourne Storm fans, especially in Victoria, to have to wait until after midnight to watch their local team play (occasionally, Channel Nine Melbourne will televise Melbourne Storm matches in these timeslots on the main Nine channel, rather than 9Gem).

9Gem simulcast Nine's coverage of the 2012 London Olympic Games live in High Definition, with the exception of Friday nights between 7.30–9.30pm where NRL was telecast nationally.

On rare occasions, Nine's Newsbreaks were also occasionally simulcast in HD with the main channel, while 9Gem is off air.

In late 2015 9Gem also started to show 1 weekly NBL game on Sunday Afternoons, being hosted by Bill Baxter.

9Gem is available in standard definition in metropolitan areas through Nine Network owned-and-operated stations: TCN Sydney, GTV Melbourne, QTQ Brisbane, NWS Adelaide, STW Perth and NTD Darwin, as well as NBN Northern New South Wales and other stations WIN Southern NSW/ACT, GTS/BKN Broken Hill NSW, AMN Griffith NSW, VTV Regional VIC, STV Mildura, RTQ Regional QLD, TVT Tasmania, GTS/BKN Spencer Gulf SA, SES/RTS Eastern SA, WOW Regional WA and Remote Central & Eastern.