Formerly CODE.TV, LX.TV was launched June of 2006 by former MTV execs Joseph Varet and Morgan Hertzan who dared to dream big. They wanted to make “the first television network for affluent urbanites.” Featuring good-looking hosts diving into all the major bicoastal hot spots, the site is a guide to the trendy, the chic, and the exclusive in New York and Los Angeles. Garnering significant press just months after its launch, LX.TV began plans to expand its brand to San Francisco and Miami.
LX.TV gives city-dwellers with disposable income a look into nearby destinations and provides those without the cash an idea of what those high-priced establishments look like from the inside. The two-minute, fresh-daily clips are divided into standard tags like food, nightlife, shopping, and style, and follow a familiar format. A reporter goes out to meet the founders of the bar, restaurant, or boutique, finds out why they started the company, discovers what makes them unique, tests out some of the merchandise, and gives the audience a review of the hotspot. There’s denim bars in LA, actual nightlife on New York’s Upper East, more in-depth interviews on “Drinks with LX,” looks around town on “Real/Life,” and how-to guides on “LX/101.” From the well-spoken hosts (Suchin Pak, Jonathan Redford, and Shira Lazar, among others) to the high-quality footage and music, Varet and Hertzan’s MTV experience is evident throughout the videos. You can also find all the essential info for each establishment (name, address, phone number, hours, and even a map) underneath the video, making the site as practical as it is stylish.