Today NBCUniversal Owned Television Stations announced the launch of a new news service called LX that will stream for free online and will soon be airing free with your antenna. The service targets Gen Z and Millennials to offer news and storytelling that NBCUniversal Owned Television Stations says is “stirring, straightforward and helps them feel connected to our diverse society.”
The new LX news service launched today, first on YouTube, and additionally as a streaming and over-the-air TV network in April 2020.
“Our younger audiences want stories that are relatable. They want to feel a connection with the people delivering the news to them. They want more context about what’s happening in their neighborhoods. LX will deliver this and more,” said Valari Staab, President, NBCUniversal Owned Television Stations. “Our team has been working hard to create a place that younger audiences can go to watch stories that are about them, and get the background about complex issues happening in their own backyard but still walk away feeling inspired about the power we all have to affect positive changes for our communities. We look forward to staying hyper-connected and engaged with our LX audiences to continue telling stories that enhance their news experience.”
Here is an example of the programming you will find on LX today:
- Fighting Rising Temperature with Urban Farming: Rural landscaping meets city planning to combat the rising temperatures in metropolitan areas in Dallas caused by too much concrete and not enough green.
- Surf: From Senegal to SoCal: A Venice, California surfing training program called ‘Black Girls Surf’ provides training for black women. The program was founded by a U.S. Coast Guard veteran after she noticed black women and girls, like her, didn’t surf.
- The Anti-Restaurant: The owner behind “Mei Mei” restaurant in Boston talks about the launch of her eatery, which some call the ‘anti-restaurant’ because she launched it without any official culinary experience or training. A Zagat “30 Under 30” and Forbes “30 Under 30” honoree and multiple-time James Beard Foundation nominee talks about the impact her culinary venture has had on her family and community.
This new channel will serve as a local news channel targeted at a younger audience who increasingly get their news from online sources rather than traditional local news broadcasts. The LX ad model will respond to audience’s changing expectations, with fewer and shorter commercial breaks.
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