LG inks exclusivity deal with Sky for Now TV service

posted on Thursday, 25th July 2013 by Steve May

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LG has partnered with Sky to provide exclusive TV access to the Now TV subscription VOD service. Andy Mackay, LG's commercial director for CE told Inside CI that the deal would last for "at least a year." The Now TV implementation brings subscribers a full catalogue of Sky Movies and Sky Sports content, without the requirement of a long term contract. Now TV will be available on LG screens from August.

Mackay also revealed that the brand's Smart TV market share rose to 18.9 per cent in the UK during the first half of the year, up from 9.9 per cent in 2012. The partnership is an extension of an ongoing commercial relationship with the satcaster, which began with 3D. Mackay said that Smart technology was now at the forefront of LG's TV agenda, and that the brand was planning a massive advertising blitz to support the Now TV deal.

Darren Petersen, LG's Senior Contents and Services manager, revealed that the project has been in development for a year and has "involved a huge amount of joint R&D." The Now TV service will appear in the LG user interface as a dedicated 'content card,' which will show new movie releases and events. Navigation of the Now TV interface has been optimised for use with LG's cursor-based Magic Remote control, and includes voice interaction; speak the title of a film into the Magic Remote and the platform searches for the movie. The streaming service uses an adaptive bit-rate which adjusts depending on the speed of the available broadband connection. "At its best, it's very close to HD," said Petersen. "It's certainly very good quality standard definition." The brand demonstrated the new service on its upcoming 65- and 55-inch 4K TVs, which will be officially launched at IFA.

Craig West, UK head of marketing for LG CE described the Sky partnership as a "multi-million pound investment," adding: "We're proud to be the first and only TV brand to offer consumers the benefits of the NOW TV service."

Also read:
Exclusive London preview for LG curved OLED
Industry roundtable: Top TV trends
4K Ultra HD TV set for rapid growth

 

Steve May

Inside CI Editor Steve May is a freelance technology journalist, who also writes for T3, TechRadar, Home Cinema Choice and ERT (amongst others).

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