15 Dec 2017
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NBCUniversal to create content for snapchat

MUMBAI: US media conglomerate NBCUniversal and photo sharing social network Snapchat have announced a multi-year content and advertising partnership through which NBCUniversal will produce original episodic shows for Snapchat.

The NBCUniversal partnership will significantly expand Snapchat’s existing partner portfolio, which currently includes content and coverage from media and entertainment brands around the world.

NBCUniversal is one of the first partners to reimagine highly successful television franchises and produce them specifically for Snapchat and a mobile-first audience.

NBC’s Emmy Award-winning series ‘The Voice’ and E! Entertainment’s ‘E! News’ will be the first NBCUniversal brands to develop customised shows that will air on Snapchat Discover as part of the new partnership. Original shows from NBC’s ‘The Tonight Show’ starring Jimmy Fallon and Saturday Night Live will follow, along with programming from NBCUniversal’s portfolio of entertainment, news, sports and Hispanic brands.

The first of these shows to premiere will be ‘The Voice’ on Snapchat, which will debut on 22 August as part of a five episode short-form series. Engaging fans in anticipation of an all new season of ‘The Voice’, the Emmy Award-winning producers have created an original show specifically produced for Snapchat, which will include the show’s iconic coaches: Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton and will feature user submitted performance videos. Submissions, which open at voicesnaps.com, will be reviewed by ‘The Voice’ coaches for the ultimate opportunity to appear during the broadcast premiere of ‘The Voice’s’ new season, which begins 19 September. This marks the first-ever reality competition show to expand its storytelling onto Snapchat.

E! News will debut a weekly Snapchat series starting 8 September as part of its broader strategy to create new formats. ‘The Rundown’ hosted by E! News correspondent Erin Lim will give a take on all things pop culture. The show also features new, exclusive segments from ‘E! News’ that can only be seen on Snapchat.

“NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content. 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 everyday,” said NBCUniversal executive VP business development and digital distribution Ron Lamprecht.

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.

“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. 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,” said NBCUniversal xhairman, ad sales and client partnerships Linda Yaccarino.

“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. 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 Snapchat VP content Nick Bell.

This partnership is part of NBCUniversal’s new digital and mobile-first initiative to make original premium content more accessible to existing and new fans across platforms. It builds on NBCUniversal’s Olympics Snapchat partnership with Buzzfeed. Leveraging NBCUniversal’s networks, talent, reach, analytics and the industry’s best short-form practices, NBCUniversal’s business development and digital distribution team is working with mobile, social media, OTT, virtual reality, and other partners to deliver premium content customised for each environment.