LX (stylized as Lx) is an American news brand for original content for the NBCUniversal-owned television stations. LX is short for Local X, with the "X" standing for "exponential". LX is a part of the station group's multicast division LXTV, led by senior vice president Meredith McGinn, content strategy vice president Matt Goldberg and managing editor Meagan Harris.
LX is available on Comcast cable, over-the-top for Apple Inc., Fubo and Roku customers, social media, via its website, and as a digital multicast television network on 43 stations.
Its roots trace back to 2009 when NBCUniversal's previous news & lifestyle multicast network NBC Nonstop (now known as classic TV-formatted Cozi TV) was launched on its owned and operated station group, mostly on NBC-O&O affiliates that previously carried NBC Weather Plus. Its programming included core shows from LXTV.
LX content features long form content, a switch from prior NBCUniversal efforts at NBC News Now with Briefly and Snapchat news show Stay Tuned, created to reach Gen Z and millennials. With the broadcast network and streaming television channel, there will be two live programming blocks (7-10 AM and PM) of three hour daily newscasts produced at KXAS. LX programming originally came from station groups and the owned and separately operated LXTV Productions, with the expectation to license additional content to fill out the day. The additional content comes from Jukin Media, Tastemade and The Dodo. The main newscast when launched will be two hours long.
NBCU stations' desire to reach younger audiences led to the creation of the LX content brand. On September 23, 2019, the station group launched its LX news digitally initially on YouTube, its website and social media. LX was launched as a live-streaming channel and multicast over-the-air network (NBC LX) in May 2020.