LG have signed a deal with Sky that will make them the exclusive Smart TV provider of Sky's NOW TV on-demand streaming app until at least 2014.
While those that stream NOW TV content through a computer, tablet, Xbox 360 or PS3 games console or Roku box media streamer will be unaffected, the deal means the likes of Philips and Samsung will not be able to offer NOW TV streaming directly through their Smart TV platforms.
LG will offer NOW TV through their smart TV platform from August of this year, with exclusivity lasting at least 12 months. It will be available to all current 2012 and 2013 LG TV owners, as well as all 2013 LG Blu-ray player and home cinema owners. The app will come pre-installed on all LG's home entertainment kit as standard in the future.
New buyers of LG kit will also get three free months of access to the NOW TV Sky Movies pass, as well as three free 24 hours passes to the pay-as-you-go sporting content offered by the service. After that customers will have to pay a monthly subscription for movies (£8.99 for the first three months, rising to £15 a month) and a daily subscription to access Sky Sports (£9.99).
"The LG / NOW TV joint multi-million pound investment to develop, launch and market the service demonstrates LG's continued commitment to bringing the best in home entertainment and is proud to be the first and only TV brand to offer consumers the benefits of the NOW TV service," said Craig West, Head of Marketing, LG Consumer Electronics UK.
"This marks a significant step for consumer choice, offering them contract-free Sky content, when they want it and for as long as they want it, and now available to directly stream on an LG Smart TV."
Gidon Katz, Director of NOW TV, added: "We're constantly working to offer NOW TV on new platforms to meet the ever-increasing appetite for access to great content across a range of internet-connected devices. As a result, we're delighted to be partnering today with LG to give our customers another way to enjoy great blockbuster movies and the best live sport - including exclusive action from the Barclay's Premier League, UEFA Champions League, Ashes Test cricket, US Open tennis, the 2013 Formula 1 season - all on their main TVs."