LG U+ has partnered with Mercedes-Benz Korea to install its proprietary real-time video service, Live TV+, in the new S-Class.
As Mercedes-Benz Korea's official software partner, LG U+ will oversee the service end to end—from development to content supply and operations.
Live TV+ gives passengers access to 28 live channels spanning news, golf, music, entertainment and children's programming. Users can begin watching a selected channel immediately, without a separate account-verification process.
The service uses the vehicle's wireless connectivity to deliver content reliably and is designed to maintain uninterrupted viewing even in areas with weaker signal coverage.
Drawing on its experience developing connected-car services and operating IPTV and mobile TV platforms, LG U+ worked with Mercedes-Benz Korea to create a dedicated user experience optimized for Mercedes-Benz vehicles.
The interface reflects the Mercedes-Benz brand, customer preferences and the characteristics of in-car infotainment systems. It features a layout designed to minimize driver distraction, faster channel discovery, and seamless screen transitions as the vehicle switches between driving and parked states.
The partnership is significant because LG U+ passed Mercedes-Benz's technical, quality and security evaluations to become a registered software vendor. LG U+ plans to expand Live TV+ to additional upcoming Mercedes-Benz models, including the all-new electric GLC.
LG U+ also plans to broaden its in-vehicle infotainment business by working with a wider range of automakers.
Demand for data-intensive in-car services, including video streaming, has risen recently. South Korea's three mobile carriers, including LG U+, have responded by launching automotive eSIM plans as they step up efforts to capture the in-vehicle infotainment market.
Customers who subscribe to automotive eSIM plans can use the vehicle's embedded connectivity to access large volumes of data without interruption.
“We will continue expanding cooperation with global automakers and further enhance our services so customers can enjoy more convenient and differentiated media experiences inside their vehicles,” said Bae Jun-hyung, head of LG U+'s Mobility Business Task Force.
