NBCUniversal to Make Shows Based on 'The Voice,' 'SNL' for Snapchat
The new shows will appear on Snapchat Discover beginning Aug. 22 with 'The Voice on Snapchat.'
Some of NBCUniversal's most popular TV franchises are headed to Snapchat.
The media company, which owns broadcast network NBC and a portfolio of cable channels that include E! and USA, on Monday announced it has inked a multiyear deal with Snapchat to produce a series of shows based on its TV properties but designed specifically for the messaging app's young, mobile-first audience.
The partnership kicks off Aug. 22 with the launch of The Voice on Snapchat, a five-episode series that will feature user-submitted performance videos that could appear during The Voice's broadcast premiere on Sept. 19. Other projects in the works include pop culture-focused The Rundown from E! News correspondent Erin Lim and premiering Sept. 8, shows from The Tonight Show Starring Jimmy Fallon and Saturday Night Live and programming from NBCU's portfolio of Hispanic brands.
As part of the agreement, NBCU will develop and sell advertising for the shows, which will stream on Snapchat's Discover platform.
"NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in developing mobile-first premium content," said Ron Lamprecht, NBCU executive vp business development and digital distribution. "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."
The deal comes in the midst of NBCUniversal's expansive Snapchat push during the Rio Olympics, in which BuzzFeed is working with NBC Olympics to produce content for Discover during the Games.
"We're thrilled to be partnering with NBCUniversal to bring Snapchatters a marquee video experience featuring some of entertainment's most respected and widely watched brands," said Snapchat vp content Nick Bell. "Together with NBCUniversal, we believe there is a huge creative and commercial opportunity around mobile-first programming and are excited to bring these future formats to our community."
NBC is one of several media companies, including ESPN, CNN and Cosmopolitan, to partner with Snapchat to produce content for its Discover section, but the messaging app notes that this is one of the first times a broadcaster has reimagined its TV shows for Snapchat.