The optical Stark effect in numerous low-J   branch features in the Ω=0+ ← View the MathML source band near 19 040 cm1 of nickel oxide, NiO, has been recorded and analyzed. The permanent electric dipole moment, View the MathML source, for the View the MathML source and [19.04] Ω=0+ states were determined to be 4.43 ± 0.04 D and 1.85 ± 0.16 D, respectively. The measured dipole moments of NiO are compared to those from theoretical predictions and the trend across the 3d  -metal monoxide series discussed. The field-free spectrum was analyzed to produce an improved set of fine structure parameters for the [19.04] Ω=0+ state.