South Korean mobile carrier LG Uplus on Thursday launched Android TV services running on Google’s latest Lollipop operating system for the first time in the domestic market.

The collaboration is the latest between the Korean mobile carrier, which also provides Internet Protocol TV services, and the Internet giant in their efforts to grow streaming TV businesses.

The two counterparts introduced the first IPTV services embedded with Google applications and content in 2012.

The new IPTV services, which are available through LG Uplus’ U+tv G 4K UHD and U+tv G Woofer, allow customers to view digital content, including pictures, music, and movies, stored on their mobile devices and to run mobile applications on TVs with ease.

The new services do not require customers to install a new set-top box and enables user to play high-resolution smartphone games with rich sound effects on TVs.

Google services include the Voice Search, which allows users to do voice queries, and an improved version of Google Cast, which streams audio and video files from mobile devices on TVs.

Users can also do multiple tasks, including making calls and searching for files, while streaming or transmitting content between devices via the Google Cast.

A 9,900 won ($9) monthly base fee with a three-year contract gives customers free access to 100,000 videos-on-demand, and 130 premium domestic and global channels including CNN and Disney.

“LG Uplus will make constant efforts to provide differentiated services for customers and to lead the IPTV market,” said Ahn Sung-jun, head of the firm’s converged home business sector.

By Kim Young-won  (wone0102@heraldcorp.com)