In time for March Madness, LG Electronics is launching a new NCAA March Madness app this is available to many of its webOS-based TVs to access action from this year’s NCAA Division I Men’s Basketball Championship, which begins next week.

Managed by Turner Sports in conjunction with the NCAA and CBS Sports, The new March Madness Live (MML) app is sponsored by AT&T 5G, Coca-Cola, and Capital One. It can be downloaded to LG Smart TVs running webOS version 4.0 or higher (TV model years 2018-2022), and a variety of other connected and mobile devices, LG said.

The MML app will provide new dynamic viewing experiences to easily catch tournament action, LG said. Note that subscription fees for certain features in the MML app may be required.

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The app integration with the content distributors is part of a 3-year partnership between the NCAA, program distributors and the TV maker. The deal provides “category exclusive marketing and distribution rights to NCAA Championship competitions that will expand the reach of college sports.”

LG’s on-going support of NCAA Championships includes multiple initiatives to inspire both fans and student athletes including the recent launch of the NCAA Championships Channel, which will feature up to 50 NCAA Fall, Winter and Spring championships, both live and on-demand via LG’s exclusive free streaming service, LG Channels, the announcement added.

LG is also to launch an exclusive content series focusing on Division II and Division III rivalries. LG said details on the new program will be announced later.

LG puts its webOS smart TV platform in a wide range of step-up to premium-level TVs, including all of LG’s OLED TV models, QNED Mini-LED LCD TVs, Nano Cell TVs and others.

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By Greg Tarr

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