NBCUniversal Producing Original Shows for Snapchat

NEW YORK: NBCUniversal is producing original episodic shows for Snapchat through a multiyear content and advertising partnership, with The Voice on Snapchat slated to premiere this month.

NBC’s The Voice and E! Entertainment’s E! News will be the first NBCUniversal brands to develop customized shows to air on Snapchat Discover as part of the new partnership. The Voice on Snapchat will debut on August 22 as part of a five-episode short-form series. It will feature coaches Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton, as well as user-submitted performance videos, which will be reviewed by the coaches for the chance to appear during the broadcast premiere of the new season of The Voice on September 19.

E! News will debut a weekly Snapchat series beginning September 8. The Rundown, hosted by E! News correspondent Erin Lim, will offer a humorous take on all things pop culture. The show will also feature new, exclusive segments from E! News that will only be seen on Snapchat.

These series will be followed by original shows from NBC’s The Tonight Show Starring Jimmy Fallon and Saturday Night Live, along with programming from NBCUniversal’s portfolio of entertainment, news, sports and Hispanic brands. The partnership is part of NBCUniversal’s new digital and mobile-first initiative to make original premium content more accessible to fans across platforms.

The agreement expands Snapchat’s existing partner portfolio, which includes content and coverage from media and entertainment brands worldwide. NBCUniversal is one of the first partners to reimagine TV franchises and produce them specifically for Snapchat and a mobile-first audience. As part of the agreement, NBCUniversal will develop and sell advertising packages incorporating Snapchat’s expanded set of advertising products into its sponsorship, mobile and video offerings.

“NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content,” said Ron Lamprecht, the executive VP of business development and digital distribution at NBCUniversal. “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,” said Linda Yaccarino, the chairman of advertising sales and client partnerships at NBCUniversal. “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.”

“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 Nick Bell, the VP of content at Snapchat. “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.”