NBC News is going to start twice a day News show on Snapchat, the company said in a statement on Wednesday, this is a part of a strategy to attract younger audience tend to watch TV on mobile devices, according to Reuters.
Comcast’s NBC Universal has invested $500 million in Snap inc in order to boost the company’s digital offerings. NBC News is currently facing audience aging issues, The median age of NBC nightly news is 64 years old, according to Nielsen a rating agency. The audience is too old for the favorable demographic audience which is 18-34 years for most advertisers.
NBC has also launched a digital video service named, “NBC Left Field” which covers short documentaries to attract social users.
Head of Digital at NBC News, Nick Ascheim says, “This is a coordinated effort which is crucial for our future.”
The decision of launching News show comes amid investors growing interest which is poised towards Snapchat’s ability to compete with Facebook and Instagram. Facebook is also mulling to start original content shows and signed deals with News and entertainment channels, Facebook might start rolling out shows from the next month.
Snapchat also hoping to impel user engagement and more time-spent on the app, the current time spent by the average user on Snapchat is growing over 30 minutes a day according to the head of original content at Snapchat, Sean Mills. He also added, the average Snapchat user lands it 18 times per day.
Mills also disclosed the show features by adding, “Each News show will consist of 3 to four minutes integrated with two 10-secs ad pieces. As part of the company’s original content strategy, this would be the first daily News show.
It seems the shows would be covering the most important events around the world, “if something happens in the world, we want people to open up Snapchat” said Mills.