Snapchat is set to start original scripted shows by the end of the year, but intends to complement TV rather than replace it.

The company’s vice president of content Nick Bell, as first reported by The Hollywood Reporter, outlined the company’s mobile programming strategy at the Edinburgh TV Festival.

“Mobile is not a TV killer,” he said, adding that “there is no better place to watch a great show than on a glowing box on the wall” because watching long-form content on mobile isn’t the best experience.

“We want to be friends of media,” he went on, saying that Snap’s focus is on creating a link between TV and mobile through complementary Snapchat shows to existing TV shows, such as what it did with The Bachelor.

Bell acknowledged that scripted TV is expensive but said it is “an interesting next juncture for us” and that he would “expect to see some scripted stuff before the end of the year” – with the hope of getting shows with a long run and characters people fall in love with like Coronation Street, Friends, or The Simpsons.

In June, Snap signed a big money deal with Time Warner to develop and produce three to five-minute shows from across its Warner Bros., HBO and Turner subsidiaries. This followed its deals with the likes of Disney – see The Bachelor above – NBCUniversal, BBC, MGM Television, and more to produce shows.