After The Voice series debuts, NBC and Snapchat will roll out a series on the platform from E! Entertainment’s E! News will be the first shows from the NBCU stable to develop customized shows that will run on Snapchat Discover. In addition, “The Voice on Snapchat” will feature user-submitted performances judged by the music talent show’s “coaches” from the hit TV show “The Voice”.
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The agreement expands Snapchat’s existing partner portfolio, which includes content and coverage from media and entertainment brands worldwide. The ad-supported Snapchat Discover platform will also feature an NBC Rio Olympic channel, co-produced with millennial-friendly publisher Buzzfeed (in which NBC Universal owns a $200 million stake). Other shows in NBCUniversal’s portfolio will follow.
The first of NBCU’s Snapchat shows will be “The Voice”, which will debut Monday, Aug. 22, as part of a five episode short-form series. The coaches will review the clips and a victor will have the opportunity to appear on the show’s new season, beginning September 19.
The Rundown will be hosted by E! However, the new shows are not simply video summaries or clips of what’s airing on television – they will feature original content.
During the Rio Olympics, which officially opened in Brazil on August 5, Snapchat’s homepage will feature daily “live stories” from the event.
As part of the multi-year deal, 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, NBCU’s executive VP of business development and digital distribution.
“From entertainment to news and sports, NBCUniversal has an unparalleled lineup, and Snapchat is the ideal partner to help us reach millions of fans where they are every day”, Ron Lamprecht, NBCUniversal’s evp of business development and digital distribution, said in a statement.
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Linda Yaccarino, chairman of advertising sales at NBCU, said that the company wanted to work with Snapchat because the app is “in that daily zeitgeist of pop culture”.
