Seoul: LG Electronics Inc. announced an official partnership with the organizer of the Emmy Awards, aiming to implement marketing and advertising initiatives through 2026. This collaboration signifies a strategic move for the South Korean tech company to enhance its brand visibility and reinforce its position in the premium television market.

According to Yonhap News Agency, under the new partnership with the Academy of Television Arts and Science, LG will serve as the official TV partner for the Emmy Awards. This role will involve promoting the prestigious awards at approximately 500 Best Buy stores across the United States. The initiative is expected to significantly increase consumer engagement with LG's premium TV offerings.

The agreement also enables LG smart TV users to access Emmy-winning content via a free, ad-supported streaming TV service available on its webOS platform. This feature provides users with a rich viewing experience, showcasing the acclaimed content recognized by the Emmy Awards.

In a notable achievement, LG Electronics was awarded a Technology and Engineering Emmy Award in 2021 for its contributions to enhancing the viewing experience. Jung Kyu-hwang, head of LG Electronics' North American operations, emphasized that the exceptional resolution provided by LG's premium TVs, including the OLED lineup, aims to elevate the viewing experience for both general audiences and industry professionals alike.