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NBC jumping on the Snapchat train with original content for some shows

In case you’ve been living under a rock, Snapchat is a free media messaging app where users can share images and short videos with their friends. It’s become very popular with the younger generation, who seem to enjoy endless hours of puking rainbows and making themselves into slices of toast.

Now, media giant NBC will be capitalizing on this popularity by producing original content for some of its hit programs just for Snapchat users. With the vertical video layout of Snapchat, NBC won’t be just reusing video clips from programs because it simply won’t translate. Instead, it will be producing new exclusive content.

Popular singing competition The Voice will be one of the first featured on Snapchat. The series will include clips from the show’s judges, as well as user-generated singing auditions. Prospective contestants can submit clips of their talents at voicesnaps.com, where they will be reviewed by the show’s judges, who will pick some of the hopefuls to perform in the upcoming season.

In September, The Rundown’s Erin Lim will provide short entertainment clips for the show’s exclusive Snapchat content. Future programs set to be featured include The Tonight Show with Jimmy Fallon and Saturday Night Live. NBC and Snapchat are also hard at work to create a channel dedicated to the 2016 Summer Olympics in Rio.

All of this means Snapchat users are getting premiere access to mobile content from their favorite NBC programs. It also allows the network to reach millions of fans instantly right in the palm of their hand on an app they’re already using. It’s a win for NBC’s advertisers who are associated with this premium content and get to reach users in a new an dynamic way. All this is in the hope of reaching a younger audience that simply doesn’t watch television as much anymore and luring them back to the living room.