LG & Paramount launch IP-based live channels on Australian TVs
LG Electronics Australia and Paramount Australia have entered into a strategic partnership to introduce an IP-based linear feed integration for Paramount content on LG Channels, available on LG Smart TVs.
Through this partnership, LG Smart TV users in Australia will be able to access live content from 10, 10 Drama, 10 Comedy and Nickelodeon via IP, eliminating the requirement for a terrestrial aerial. This integration is delivered through LG Channels, which is LG's FAST (Free Ad-supported Streaming Television) offering, making 24/7 non-aerial live content available for viewers.
The availability of these channels is scheduled for later this month, with users able to watch live programming directly from their LG webOS devices. This development is positioned as a response to evolving consumer habits in the connected TV and streaming sector, as more Australians look for content accessible on digital platforms without traditional broadcast infrastructure.
The collaboration is part of a wider industry focus on intuitive interfaces, smart home integration, and the discoverability of content directly on devices. The blend of live, linear content streams with on-demand libraries aims to give users flexible options to access their preferred programming.
"With the 10 IP linear feed seamlessly integrated into LG Channels, audiences are provided with immediate access to live and scheduled broadcast content, directly from their LG webOS devices."
Lachlan Roach, Vice President, Partner Management and Business Development - Streaming at Paramount Australia, commented on the significance of the move. He continued:
"This landmark development sets a new global standard for IP content delivery and paves the way for future innovation in streaming and broadcast synergy. We have been clear in our strategy of meeting audiences where they want to watch our content, and this distribution partnership is an example of us executing on our strategy."
"We are thrilled to have worked in such a collaborative and strategic fashion with LG when developing this partnership, allowing us to not only launch an Australia first CTV IP linear distribution partnership, but deliver commercial value for a number of our group assets."
Tony Brown, General Manager, Home Entertainment Marketing and Content Business at LG Electronics ANZ, said:
"This partnership is a significant milestone in the evolution of TV and content viewing, not just for Australia, but globally. As a major TV manufacturer, LG is proud to be at the forefront of integrating traditional broadcasting with the modern streaming era, and we are excited to take this next step with Paramount Australia."
"This partnership reinforces our commitment to providing Australians with seamless access to the content they know and love, further cementing our position as one of the premium Smart TV market leaders."
"Driven by innovation, LG TVs are designed to be the central hub for seamless, integrated, high quality entertainment, delivering on our Life's Good promise."
Expanded content and discoverability
In addition to live channel integration, Paramount Australia will increase its streaming service visibility on LG Smart TVs. This includes placements for 10 streaming and Paramount+ on the LG Home page launcher bar, as well as the integration of 10 streaming metadata feeds into LG's webOS: an effort aimed at improving content discoverability and user experience across the device ecosystem.
The partnership builds on earlier collaborations between the two companies, reinforcing their shared aim to enhance user experiences through coordinated group strategies and digital innovations.
LG also confirmed that the flagship 10 App will be prominently available to Smart TV users, providing on-demand access to a selection of popular shows and digital content exclusive to the platform. The Paramount+ App will remain a key component on LG's webOS platform, offering users an expanding catalogue of premium global entertainment titles.
Catalogue and audience reach
With this integration, viewers will be able to watch popular 10 fan favourites such as MasterChef Australia, Deal Or No Deal, Australian Survivor, Have You Been Paying Attention?, and The Cheap Seats via LG Channels. In total, LG Channels Australia now offers access to more than 130 free streaming channels, attracting an audience of more than 650,000 monthly users.
An additional facet of the collaboration includes LG Australia's ongoing sponsorship of the cooking show MasterChef Australia, which is part of efforts to bring culinary and lifestyle content to a wider household audience.
Both companies have stated that this agreement will allow for further alignment and collaboration on future digital content distribution and device integrations as consumer viewing behaviours and technology continue to develop.
