NBCUniversal has inked a deal with Snapchat that will see original content from the Comcast-owned network appear on the messaging app.
The multi-year partnership will also see NBCUniversal brings some of its old favorites to the channel, including content from The Voice and Saturday Night Live.
The network will look to bolster its mobile video efforts kicking off with a five-part series called The Voice on Snapchat on 22 August.
Celebrity coaches Miley Cyrus, Adam Levine, Blake Shelton and Alicia Keys will all be featured in the episodes, where they will judge user-submitted videos – giving would-be singers the chance to potentially appear on the TV show.
It’s understood that the content from NCB will feature in Snapchat’s hub for publishers, Discover, which is already running an ad for The Voice on Snapchat.
Other spinoffs will include an E! segment focused on celebrity culture fronted by the channel’s news correspondent Erin Lim, as well as original SNL and The Tonight Show video snippets.
As part of the deal, NBCUniversal will develop and sell advertising packages incorporating Snapchat’s expanded set of advertising products – like Fliters, Lenses and Snap Ads, into its sponsorship, mobile and video offerings.
“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, chairman of avertising 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.”