LG Electronics said on the 24th that it has been selected as the official TV partner of the Emmys, the most prestigious awards in the U.S. broadcasting industry.
LG Electronics signed a partnership with the Television Academy in the United States, which organizes the Emmys, and agreed to cooperate in various areas, including joint marketing, advertising, and product support, through the end of 2026.
The partnership was made possible based on trust built through long-standing B2B transactions between LG Electronics and the academy. An LG Electronics official said, "Officials at the academy who have used LG TVs in their offices recognized that they can recommend LG TVs to all viewers in the United States."
To mark the partnership, on the 14th (local time), ahead of the 77th Primetime Emmy Awards held in Los Angeles, LG Electronics ran a video ad campaign promoting this year's Emmys on the New York Times Square billboard, official social media channels, and at more than 500 locations of Best Buy, the largest home appliance retailer in North America.
In particular, with this partnership, LG smart TV users in the United States can conveniently watch past Emmy-winning works on webOS, LG Electronics' proprietary smart TV platform. LG Electronics added a dedicated banner to LG Channels, a global FAST service on webOS, to allow easy access to a list of past winners.
Viewers do not have to search across different OTT services—such as HBO Max's medical drama "The Fit," which won drama series of the year, and Apple TV+'s "The Studio," which won comedy series of the year—as clicking the desired title on the banner takes them directly to the OTT service.
Now in its 77th year, the Emmys honor works, actors, and technologies that have shown outstanding achievement and innovation in the TV and broadcasting industry each year.
LG Electronics also won an Engineering Emmy in 2021 for its OLED TV. The award is given to technology leaders who make innovative contributions to broadcast technology and the viewing environment, and LG's OLED TV received especially high marks for color reproduction and expression.
It has also been recognized in professional content markets such as Hollywood in the United States as a reference TV for experts, and is working closely with Hollywood filmmakers to implement optimal display technologies for content viewing. The 2025 LG OLED TV is equipped with a display certified by UL Solutions, a global certification organization, for both Perfect Black and Perfect Color, consistently rendering black and other colors regardless of ambient conditions.
Jeong Gyu-hwang, executive vice president and head of North America at LG Electronics, said, "With the overwhelming picture quality delivered by LG's premium TVs, including OLED, we will innovate the content experience for all customers—from general viewers to professionals—and provide differentiated value."