Formula for conditional formatting time blocks in cells

[dv1651st]

So I have a column that lists the time during the day in increments of 15 minutes. I want to format each cell so that it will change colors if the current time is equal to or greater than the cell time, and less than the time in the cell next row over. This is what I came up with but it doesn't work. =IF(AND(NOW()>=A15,NOW()<A16),1,0). excel dat time.JPG
I figured out how to conditionally format the days of the week according to current week day. Now I just need to do this. I'm also wondering once I do find a formula that works, what would be a less tedious/more automated way of conditionally formatting the 100+ column of cells containing the time.

[etaf]

may need VBA IGNORE entry, as the formula will not auto update, and so need to refresh the calc to get the function to operate
=AND(TEXT(TODAY(),"dddd")=B$1, (NOW()-TRUNC(NOW()))>=$A2,(NOW()-TRUNC(NOW()))<$A3)
EDIT - TRUNC(NOW()) is today() so
=AND(TEXT(TODAY(),"dddd")=B$1, (NOW()-TODAY())>=$A2,(NOW()-TODAY())<$A3)
THIS WIll ONLY update if the sheet is calculated again to refresh - so will be OK on open and if force a recalc using F9 - So I left the example in case auto updating while the spreadsheet is open is an option