NBC Universal to Create Exclusive Content for Snapchat

the voice nbc snapchat deal
Media company NBCUniversal has expanded its existing partnership with Snapchat in a move that will bring short-form versions of several popular shows to the app, as well as original content.

The expanded content partnership will begin later this month when NBC will run a five-part short-form series on Snapchat highlighting the judges from singing competition The Voice, including Miley Cyrus, Alicia Keys and Adam Levine.

Users will be able to submit their own performances for judging, with the winner earning an opportunity to appear on the reality shows new season, which starts in September.

Next month, E!News The Rundown will launch on Snapchat, featuring content exclusive to the app, and other shows confirmed to be part of the deal include Saturday Night Live and The Tonight Show Starring Jimmy Fallon. NBCUniversal also has plans to bring additional entertainment, news and sports properties to the app, as well as content from its Hispanic channels.

“NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content,” said Ron Lamprecht, executive vice president 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.”

As the official US broadcaster for the Rio Olympics, NBCUniversal is already bringing content from the games to Snapchat through the apps Live Stories feature. Buzzfeed, which NBCUniversal invested $200m in last year, is also producing Olympic-themed content for the platform.

“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,” said Nick Bell, vice president of content for Snapchat.

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