LG and Paramount are partnering to bring traditional live television into the digital age by enabling users to watch Network 10’s linear channels directly through LG Smart TVs. This can be done without a physical antenna. The goal is to simplify the entertainment experience and potentially change viewing habits by merging the convenience of streaming with the familiarity of free-to-air television.
At present, navigating multiple streaming services can be overwhelming. LG found that users often spend several minutes browsing the home screen before choosing something to watch. By integrating Network 10’s live broadcasts - including 10 Comedy, 10 Drama and Nickelodeon - into LG Channels via internet protocol, viewers in Australia will be able to access popular content more quickly and easily, without requiring an aerial connection.
The partnership also enhances LG’s search capabilities. Paramount will provide metadata that allows users to search for show names such as ‘Survivor’ or ‘MasterChef’ and immediately find live or on-demand viewing options. This streamlined discovery process blends traditional TV schedules with the flexibility offered by digital platforms.
The integration positions LG and Paramount as leaders in internet-based linear TV delivery in Australia, and potentially beyond. As many have already moved away from using antennas in favour of streaming, this approach helps keep broadcast channels relevant by aligning with modern viewing habits on connected devices.
Alongside the technology collaboration, LG is also partnering with Network 10’s MasterChef Australia as a sponsor. The brand will showcase its kitchen appliances in a cross-promotion that ties television content to in-home product engagement. Although no financial details have been revealed, this effort highlights a growing trend in interactive advertising and direct-to-device marketing.
