LX.tv already produces two local NBC shows, which run both on traditional TV and the Internet. "Open House NYC" and "LX.tv 1st Look" air on WNBC-TV in New York and its Web site.
"One of our priorities has been to increase our local content production, with a particular focus on lifestyle and cultural programming," said John Wallace, president of NBC Local Media Division, in a statement.
With local TV news viewership in decline, partly due to growing Internet options, local broadcasters are investing heavily to build their own Internet site--all with the imprimatur of their big marketing TV station name.
One of the founders of LX.tv, Morgan Hertzan, will continue with the company, as senior vice president/general manager for LX.tv.
NBC's purchase of LX.tv comes after two new content and sales partnerships deals announced last week by NBC Everywhere, a new business unit within NBC Local Media that focuses on out-of-home digital platforms.