Although Now TV is already available on a range of devices and platforms, LG is the first to offer it straight though the TV. As an exclusive deal, LG will be the only Smart TV maker to offer Now TV for at least a year.
See also: Sky Now TV hits Roku players.
Craig West, Head of Marketing at LG UK, said: "The LG / NOW TV joint multi-million pound investment to develop, launch and market the service demonstrates LG's continued commitment to bringing the best in home entertainment and is proud to be the first and only TV brand to offer consumers the benefits of the NOW TV service"
Now TV offers non-Sky customers a simple and easy way to get access to Sky Sports and Sky Movies. Consumers can opt to pay per month for Sky Movies, currently £8.99, and tune into Sky Sports for 24 hours with a one-off payment of £9.99. However, those new to Now TV can give it a 30-day free trial.
Those buying a new LG Smart TV or home entertainment device will be gifted three months of free access to Now TV movies and three 24-hour passes for Sky Sports. Unfortunately, existing customers will simply be allowed to download the app.
LG customers will be treated to a customised Now TV card that will sit on the Smart User Interface which will display curated content including upcoming releases and events.