According to an article published in Variety, NBC Universal is launching a new television service dubbed LX:
NBCU Launches Digital News Outlet LX to Reach People Who Don’t Watch Local TV (EXCLUSIVE) https://t.co/9wZAySC128
— Variety (@Variety) September 23, 2019
Smartly, the new brand is using the high value, easy to remember LX.com domain name.
This does not appear to be a recent acquisition for NBCU. Historical Whois records at DomainTools shows NBCUniversal has been the registrant of LX.com since the end of 2014. Prior to that, LX.com was registered to General Electric, which had an ownership stake in the company. GE was the registrant since at least 2009, and it was privately registered for approximately two years before that, so I would say it is likely GE acquired LX.com in late 2006 or early 2007.
In looking at Archive.org, it looks like LX.com forwarded to LXTV.com prior to the recent launch of LX.com.
LX.com is a valuable two letter .com domain name, and having it should help NBCU with its LX brand.