NBCUniversal and Snapchat have inked a multi-year content and ad deal through which NBCU will produce original, episodic shows for Snapchat.
The agreement, which calls for NBCU to develop and sell ad packages that incorporate Snapchat’s ad products, will enable NBCU to extend a bridge to reach a younger audience that uses the popular social media platform.
Early on, NBC’s The Voice and E! Entertainment’s E! News will be the first shows from the NBCU stable to develop customized shows that will run on Snapchat Discover. The first of these shows, The Voice on Snapchat, will debut on Monday, Aug. 22 as part of a five episode short-form series. That series will come ahead of (and promote) of the broadcast premiere of The Voice’s new season on September 19.
That series, produced for Snapchat, which will include the show’s “coaches”-- Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton, and will also feature user submitted performance videos. NBCU and Snapchat have set up a web site for those video submissions.
E! News, meanwhile, is slated to debut a weekly Snapchat series starting September 8, with The Rundown, a show hosted by E! News’s Erin Lim aimed at providing a “unique and humorous take on all things pop culture.”
Original shows from NBC’s The Tonight Show Starring Jimmy Fallon and Saturday Night Live will follow , along with programming from NBCU’s portfolio of entertainment, news, sports and Hispanic brands, they said.
“NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content,” Ron Lamprecht, EVP business development and digital distribution at NBCU, said in a statement. “From entertainment to news and sports, NBCUniversal has an unparalleled lineup and Snapchat is the perfect partner to help us reach millions of fans where they are every day.”
“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,” added Linda Yaccarino, chairman, advertising sales and client partnerships, NBCU. “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.”