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NBC Universal Creating Original Content for Snapchat

8 Aug, 2016 By: Erik Gruenwedel

NBC Universal wants to deliver video content how younger viewers consume it. As a result, the media giant has inked a distribution deal with Snapchat that will enable the social media app’s 100 million users to watch original ad-supported programs.

It hasn’t been disclosed how long the content will be available on the app. Snapchat posts typically last 24 hours before being automatically deleted.

First up: “The Voice on Snapchat,” beginning Aug. 22, an original show specifically produced for Snapchat, which will include the TV show's judges: Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton and feature user-submitted performance videos. Submissions, which opened Aug. 8 at voicesnaps.com, will be reviewed by "The Voice" coaches for the opportunity to appear during the broadcast premiere of new season, which begins Sept. 19th. This marks the first-ever reality competition show to expand its storytelling onto Snapchat.

Other NBC Universal brands such as E! Entertainment (beginning Sept. 8), “Saturday Night Live” and “The Tonight Show With Jimmy Fallon” will stream on Snapchat later this year.

“By partnering with Snapchat, we can combine the largest, most creative portfolio in television with a technology platform that’s evolving and complementing how we engage with audiences,” Linda Yaccarino, chairman, advertising sales and client partnerships, NBC Universal, said in a statement. “For our advertisers, this means being associated with premium content in a new and compelling format, and creating a connection that lasts long after your snap disappears.”

NBC and Snapchat are currently partnering for the 2016 Rio Olympics. The NBC Rio Olympic Discover channel, in association with Buzzfeed, includes “Live Stories” combining photos and video clips from Snapchatters attending the Rio Games.

Unlike a traditional Snapchat, “Live Stories” will be available over the two week of the Games, which end Aug. 21.

"Through this partnership with NBC Olympics, we’re able give our Snapchat community the opportunity to dive in and experience the world’s largest sporting event right on their phones," Ben Schwerin, director of partnerships at Snapchat, said in a statement earlier this year.


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