Internet Muscle: NBC Buys LX.tv

Looking to bulk up its Internet TV station content, NBC Universal has bought new-media content producer LX.tv, which will produce original entertainment content for all NBC-owned stations and other local properties.

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.

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