Here's YouView's official answer about NowTV:
Q20. When will the Now TV app be updated to include the entertainment package?
A20. There is a piece of work we need to undertake before YouView can offer a full NOW TV service. We are currently scoping out this project but we can't share any further detail or timings at this stage. We will bring you the latest news here first, so do watch this space for further information on this topic.
http://videos.youview.com/support/QuestionAndAnswer.pdf