On Tuesday, LG Electronics announced that it will overhaul the logo and user experience (UX) of its flagship free, ad-supported streaming service, LG Channels, with a phased rollout in 33 countries starting at the end of this month.
Marking the service’s 10th anniversary, this rebranding is part of a strategy to strengthen communication with global customers and boost viewer satisfaction.
The new logo merges the letters “C” and “H” in a three-dimensional design, symbolizing the joy experienced when viewers connect with content. It is designed for intuitive recognition across different nationalities and languages.
Functionally, the service has significantly improved user convenience with features like AI-driven personalized content recommendations, support for multiple languages, and streamlined remote control operation. LG Channels now automatically suggests related content based on viewing history and preferences. The company has also added a feature allowing users to access the full channel guide with a single press of the OK button on the remote, simplifying channel navigation.
The service also includes country-specific features tailored to local viewing habits. In the United States, it offers an Upcoming list with reservation and notification options for sports events. European users can enjoy multi-audio functionality with various language choices. For Arabic-speaking nations, the service provides a dedicated app interface designed for right-to-left reading.
With this revamp, LG Electronics aims to bolster its global competitiveness in the ad-supported free streaming market. Since its domestic launch in 2015, LG Channels has expanded to operate more than 4,000 channels across 33 countries, including North America, Europe, and Latin America.
Cho Byung-ha, Executive Vice President of LG Electronics’ webOS Platform Business Center, stated the company aims to innovate the viewing experience with the new logo and enhanced UX, and to further reinforce its leadership position in the global market by delivering the unique joy of LG Channels.
