Roadrunner 212 Posted May 20, 2020 Share Posted May 20, 2020 I know this was briefly touched upon as a thread in the larger forums here a few months back, but I thought it deserved a topic so thoughts could be centralized. BACKGROUND: September 23, 2019 "NBCU Launches Digital News Outlet LX to Reach People Who Don’t Watch Local TV" (Variety) In September 2019, NBC Universal announced a new initiative to target younger demographics who prefer OTT over OTA. Quote On Monday, NBCU’s 42-station local TV group is launching LX — a digital news brand that will produce original content for online distribution and, in 2020, via a live-streaming internet network and multicast over-the-air channel. The content is aimed at millennials and Gen Z’ers, who are looking for emotionally resonant local stories that help them feel connected to their communities, said Valari Staab, president, NBCUniversal Owned Television Stations. More than a decade ago, NBC launched LXTV, but it didn't really take off, so they're kind of reviving or re-purposing the name for this new service. Quote LX stands for “Local X,” with the “X” supposed to signify an “exponential” ability to deliver new types of storytelling. NBCU’s station group adapted the name from its separately operated LX.TV Productions, a producer of weekly lifestyle programs and specials, which it acquired in 2008; that unit creates programming for NBC/Telemundo owned stations as well as the Cozi TV and TeleXitos multicast networks, and will contribute to the new LX service. The website and YouTube channel were launched when this announcement was made in September. However, the OTA version and mobile-oriented website was pending finalization. Quote Then, in April 2020, LX is scheduled to debut as an over-the-air and streaming network with live programming blocks. Currently, the plan is to have a pair of three-hour daily newscasts produced out of NBCU’s KXAS station in Dallas (7-10 a.m. and 7-10 p.m.). The division is looking to license programming to fill out the other dayparts. “It’s not all going to be news. We are looking for anything we think will resonate with that audience,” said Staab. May 19, 2020 LX.com and LX on TV officially launched on May 19 -- here's the statement on lx.com. LX is currently available on its website, YouTube, Facebook, Instagram, Twitter, and TV (but NOT the NBC App). Channels were all showing a looping graphic for NBCLX "coming soon" prior; to find the channel for your viewing area, click here. Quote With a focus on experimentation, LX.com features an immersive, single-page experience for the digitally-savvy viewer. The interactive story feed makes it easy to discover, watch, read, and share great content without ever leaving the stream. It's a fresh and easy way to deliver stories to an audience that is often engaging from their devices while on-the-go. With its unique storytelling approach, NBCLX is building a loyal audience of news consumers by taking them beyond the headlines and providing much-needed context and analysis that informs, inspires and entertains. What's next? Quote And coming soon, the channel will also be found on cable and major streaming platforms. In addition to LXTV-style human interest, entertainment, and documentary-style programming, some of the service's first content include investigations and stories from LX "storytellers". Some of the inaugural personalities' social media can be found here: NBCLX Ashley Holt Tabitha Lipkin Noah Pransky Clark Fouraker Chase Cain Isa Gutiérrez Ngozi Ekeledo Cody Broadway Bianca Graulau Link to comment Share on other sites More sharing options...
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