In its effort to reach younger viewers, NBC is turning to Snapchat.
The network is targeting an audience who is less likely to watch its traditional broadcasts by personalities such as Lester Holt—and it’s doing that by delivering a daily broadcast dubbed “Stay Tuned.”
The news program, which is presented in the same structure as a Snapchat story, features youthful, casually dressed broadcasters Savannah Sellers and Gadi Schwartz.
Instead of the organization’s standard, Cronkitian delivery, Schwartz and Sellers opt for a much more conversational tone, evidenced in a Wednesday lead-in that started with, “Healthcare, why you gotta be so complicated?”
The move marks Snapchat’s first foray into daily programming and its first show that will react to breaking news. NBC’s broadcasts generally run 3-5 minutes, and feature condensed versions of the stories running on its nightly broadcast.
[RELATED: Refresh your social media strategy so you can react on the fly.]
NBC’s senior vice president of digital, Nick Ascheim, told MSNBC in an interview that the show was “crucial.”
“There is a generation of people who are going to be cord-nevers, cord-cutters. We need to know how to reach them,” Ascheim said.
NBC’s parent company, NBCUniversal, has a financial stake in the move. It invested half a billion dollars into Snapchat earlier this year when Snap went public.
NBC will sell ads for its show, sharing the revenue with Snap.
The show is also part of Snapchat’s strategy to compete with Twitter and Facebook as a news destination. Snap’s head of content, Sean Mills, told Business Insider:
Our ambition is very much that when something happens in the world or there’s a news event, that our audience would turn to Snapchat increasingly to get that news.
“Stay Tuned” will appear in Snapchat’s Discover section in the platform’s new “Shows” category.
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