LG Uplus to supply live TV service for Mercedes-Benz's new S-Class, registered as official software vendor

LG Uplus announced Tuesday that it will supply its in-house developed live streaming service, Live TV+, for Mercedes-Benz's new S-Class.

As Mercedes-Benz Korea's official software partner, LG Uplus will take full responsibility for service development, content provision and operations. Live TV+ gives passengers access to 28 broadcast channels — covering news, golf, music, entertainment and children's programming — directly from inside the vehicle, with no account login required.

Unlike conventional DMB broadcasting, the service transmits content over a vehicle-based wireless network, enabling uninterrupted viewing even in areas with poor signal coverage such as underground parking garages and tunnels. Each display installed in the vehicle — including those at the driver and front passenger seats — operates independently, allowing every occupant to watch a different channel simultaneously.

Live TV+ also features a dedicated Mercedes-Benz brand channel. Going beyond a simple video service, the channel functions as a "Brand Hub," continuously delivering brand content such as new model introductions and campaign videos.

LG Uplus developed the service's dedicated user experience in collaboration with Mercedes-Benz Korea, drawing on its experience in connected car development and the operation of its IPTV and mobile TV platforms.

The UX was designed to reflect the characteristics of the Mercedes-Benz brand, its customers' preferences, and the latest MBUX (Mercedes-Benz User Experience) infotainment system. Features include a screen layout that minimizes driver distraction, fast channel navigation, and smooth display transitions when the vehicle shifts between moving and stationary states — preserving the MBUX experience while improving the convenience of consuming live content inside the car.

The partnership expands LG Uplus's capabilities in the automotive infotainment business, covering the full chain from service development to content provision and operations.

The collaboration goes beyond a single project contract. LG Uplus has passed Mercedes-Benz's technology, quality and security reviews and has been registered as an official software vendor. The company plans to extend Live TV+ beyond The new S-Class to other upcoming Mercedes-Benz models, including The all-new electric GLC.

LG Uplus has built what it describes as "full-stack" media capabilities — spanning content acquisition, scheduling, platform development and service operations — through its IPTV service U+tv, mobile TV and FAST channels. The company has also accumulated experience in automotive infotainment by deploying in-vehicle services for automakers including Toyota, KGM, and Hyundai and Kia.

Building on those capabilities, LG Uplus said it plans to continue expanding its automotive infotainment offerings through partnerships with a wider range of automakers.

"This service is the result of applying LG Uplus's media operating capabilities to the vehicle environment of Mercedes-Benz," said Bae Jun-hyeong, lead of LG Uplus's Mobility Business Task Force. "We will keep broadening our collaboration with global automakers and continue refining our services so that customers can enjoy a more convenient and differentiated media experience inside their vehicles."