NBC Universal and LG Electronics have struck a partnership that will see the two companies collaborate on content and shoppable advertising opportunities.
As part of the collaboration, LG will distribute NBC’s full portfolio of free, ad-supported streaming television (FAST) channels on its LG Channels platform, which is available on most modern LG TVs running Web OS (stylized as webOS).
In the future, LG and NBC said they will offer LG smart TV users with authenticated cable, satellite and streaming pay TV subscriptions to natively access shows from the NBC Universe like “Below Deck” from Bravo.
“We’re excited to deepen our partnership with NBCUniversal and bring even more premium content to LG Channels,” Matthew Durgin, the Vice President of Services and Content at LG Electronics USA, said in a statement. “With the addition of NBC Universal’s renowned programming, we’re enhancing the LG Channels experience and furthering our commitment to delivering exceptional value to our customers.”
LG and NBC Universal have enjoyed a long partnership that centers around content and advertising. Last September, LG became the first company to distribute episodes of the USA Network legal drama “Suits” on a FAST platform. Suits originally aired on cable from 2011 to 2019, before gaining popular appeal during the coronavirus pandemic, when Universal Television licensed the show to Netflix. LG made episodes of the show available through a dedicated FAST channel on LG Channels.
“Following our recent deal with LG for the hit series Suits, we are thrilled to expand upon our relationship with them through the launch of these FAST channels,” Bruce Casino, the Executive Vice president of Sales and Distribution at NBC Universal Global TV Distribution. “Now, LG Channels viewers will have access to the very best of NBCUniversal’s unrivaled content library. Whether it’s hugely popular classics like Little House on the Prairie, iconic comedies like Will & Grace, or legendary films from Universal Pictures, there’s truly something for everyone.”
Four channels — NBC News Now, SNL Vault, Today All Day and Dateline 24/7 — have been available to LG Channels users for some time. Now, LG Channels users will have full access to NBC’s portfolio of FAST content streams, which include the following channels:
- Alfred Hitchcock Presents
- American Crimes
- American Ninja Warrior
- Bad Girls Club
- Bravo Vault
- E! Keeping Up
- Little House on the Prairie
- Million Dollar Listing Vault
- Murder, She Wrote
- NBC Comedy Vault
- NBC Sports Now
- NBC GolfPass
- Oxygen True Crime Archives
- Real Housewives Vault
- Saved By The Bell
- SNL Vault
- Top Chef Vault
- Universal Action
- Universal Crime
- Universal Monsters
- Universal Movies
- Historias de Amor
- Dateline 24/7
- NBC News NOW
- Today All Day
- Telemundo al Dia
- Telemundo Accion
- Telemundo Noticias California
- Telemundo Noticias Texas
- Telemundo Noticias Florida
- Telemundo Noticias Noreste
- NBC Bay Area News (KNTV newscasts)
- NBC Boston News (WBTS-CD newscasts)
- NBC Chicago News (WMAQ newscasts)
- NBC Connecticut News (WVIT newscasts)
- NBC Dallas-Fort Worth News (KXAS newscasts)
- NBC Los Angeles News (KNBC newscasts)
- NBC New York News (WNBC-TV newscasts)
- NBC Philadelphia News (WCAU-TV newscasts)
- NBC San Diego News (KNSD newscasts)
- NBC South Florida News (WTVJ newscasts)
- NBC Washington News (WRC-TV newscasts)
“We are excited to introduce LG Channels viewers to our breadth of programming across national and local news, sports, entertainment, true crime and Spanish-language content,” Matt Farina, the Senior Vice President of Platform Distribution and Partnerships at NBC Universal, said on Tuesday. “LG is a great addition to NBC Universal’s leadership presence in the FAST ecosystem, driving value for our distribution partners, our advertisers and us, as we reach target audiences at even greater scale.”
The partnership between NBC and LG is expected to help both brands further capitalize on connected TV advertising potentials across the linear channels and the streaming TV platform.
NBC said its commerce business has seen an increase in demand from ad buyers, with a 378 percent increase in engagement across its intellectual property, a 171 percent lift in brand favorability when connections are made between products/services and NBC’s content, and a 60 percent year-over increase in purchase growth.
“At NBC Universal our goal is simple: Deliver compelling storytelling and be the most effective partner for clients and agencies. That means continuing to innovate, while staying ahead of the curve on what our audiences and advertisers need,” said Evan Moore, the Senior Vice President of Commerce Partnerships at NBC Universal. “Our commerce-enabled business provides an opportunity for fans to feel closer to the content they love, purchasing at the point of inspiration, and for marketers to become part of the storytelling experience driving engagement that leads to performance. This expanded partnership with LG strengthens that commitment and marks another step in the evolution of advertising.”
In addition to LG Channels, NBC Universal FAST content streams are available through Comcast and Charter’s joint venture Xumo Play, as well as on Amazon’s Prime Video and Freevee, Plex, Paramount Global’s Pluto TV and other free streaming platforms.
