LG Uplus Launches Content Specialty Brand... First Work is 'Our Game'

'Our Game,' a baseball-themed series, to be released on TVING next year

LG Uplus models are introducing their own content specialty brand 'STUDIO X+U' and their first content, the sports factual series TVING Original 'OUR GAME'.

[Asia Economy Reporter Lim Hye-sun] LG Uplus is launching a content-specialized brand to strengthen its competitiveness through content differentiation.

LG Uplus announced on the 27th that it is launching the content-specialized brand 'STUDIO X+U' and will produce the first project, the sports factual (a new content genre that breaks the boundaries of expression to interestingly depict real events) series Tving Original 'Our Game'.

Platform Business Transition, Meaning of the New Brand

STUDIO X+U is LG Uplus's content brand that holds the intellectual property rights (IP) for all original content produced by LG Uplus. The brand name ‘STUDIO X+U’ signifies multiplying (X) the enjoyment of customers (U) and adding (+) new experiences.

LG Uplus plans to carry out all activities related to content?from planning, production, directing, distribution, formatting, to supply chain partnerships?under this brand. Specifically, the business goals are ▲providing differentiated experiences ▲expanding content supply chains ▲achieving the highest customer satisfaction ▲supporting multi-platform access anytime, anywhere.

Along with the brand launch, LG Uplus plans to produce content reflecting customer demands across genres including kids, variety, drama, and documentary, to strengthen the competitiveness of its core platforms such as U+tv (IPTV), mobile TV, Idol Plus, Spoky, and Idle Nara. It will also diversify platforms through partnerships with online video services (OTT) like Netflix and Tving.

Since last year, LG Uplus has recruited numerous content specialists. They appointed Lee Deok-jae, a media content expert from CJ ENM, as Chief Content Officer (CCO), and Lee Sang-jin, who handled content IP business at CJ ENM, as Executive Director. This month, PD Shin Jeong-su, who directed ‘Nolleowa’ and ‘I Am a Singer,’ and PD Lim Hyung-taek, who directed ‘Running Man,’ were recruited as head of the Content Production Center and head of Variety Production Team 2, respectively.

Executive Director Lee Deok-jae said, "We are attempting differentiation in form and experience from traditional content production methods to create an innovative environment suited for various digital platforms. Through new content creation, we aim to become a growth engine for the 'Play Platform' and 'Growth Care Platform,' which are part of the four major platforms proposed as future businesses, and enhance the value of experience for customers."

First Work Subject is Baseball, to be Released Next Year

LG Uplus’s first output, ‘Our Game,’ is a documentary that closely followed and meticulously recorded the 2022 season of the LG Twins baseball team. The LG Twins, a team with the highest cumulative attendance of 32 million in Korean sports history, was founded in 1990 and has not won a championship for 27 years since their first win and last championship in 1994, leaving many fans disappointed. However, this season, under the leadership of manager Ryu Ji-hyun, the team has achieved record-breaking results as a top dream team and is competing in the postseason.

With the LG Twins’ championship this year more eagerly anticipated than ever, the documentary offers a glimpse into their 2022 journey, raising fans’ expectations. ‘Our Game’ will cover the ‘real one year’ of the entire team, including the players, manager, and coaching staff’s special efforts toward winning, candid conversations on and off the field, and private activities that were previously hidden behind the scenes.

Filmed with ultra-high-definition cinema cameras up to 8K, it captures every expression and movement of the players, delivering the vivid atmosphere of the stadium. ‘Our Game’ will be released next year through ‘Tving.’

This content was produced with the assistance of AI translation services.