A numerical study using the lattice Boltzmann method has been carried out for now through a rotating straight channel with a rectangular cross section. With different forces applied, the secondary flow exhibits two-cell states, four-cell states or six-cell states at a range of low rotational Reynolds number, however, within which only the two-cell states have been commonly reported. In addition to the force-dependent now transition, a time-dependent flow transition of the secondary now among two-cell states, four-cell states and six-cell states is also discovered during now development. These newly found flow transitions and their regulations by force application have been analyzed. Based on numbers of case studies, it is found that a dimensionless number, the ratio of the driving pressure gradient to the centrifugal force, regulates such now transitions. This study not only releases new phenomena of flow transition, but also indicates new applications in flow control, particle separation and heat transfer. (C) 2008 Elsevier B.V. All rights reserved.