NBCUniversal’s local TV division is taking a new tack to reach younger audiences that don’t tune in to its traditional newscasts.
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.
“We’re wrestling with how to connect with audiences that don’t watch local linear [TV] news,” said Staab (pictured above).
The project has been in the works for about two years, and builds on digital-news experiments and research by NBCU individual stations, Staab said. Lx stands for “Local X,” with the “X” supposed to signify an “exponential” ability to deliver new types of storytelling.
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.
“We’re wrestling with how to connect with audiences that don’t watch local linear [TV] news,” said Staab (pictured above).
The project has been in the works for about two years, and builds on digital-news experiments and research by NBCU individual stations, Staab said. Lx stands for “Local X,” with the “X” supposed to signify an “exponential” ability to deliver new types of storytelling.
- 9/23/2019
- by Todd Spangler
- Variety Film + TV
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