TV networks are becoming increasingly interested in
originating content for social media platforms, US network NBC is,
today, launching a Snapchat version of its new World of Dance series – eight days ahead of the show’s television debut.
The much-hyped World of Dance, which features Jennifer Lopez
as a judge, is a competition-based format in which the world’s best
dancers go head to head in freestyle dance-offs.
In the eight-episode
Snapchat version, the judges will narrow the field, but platform users
will choose the eventual winner.
The decision to launch a Snapchat version of the show is an attempt
to pursue younger audiences, which are becoming increasingly
disconnected from traditional TV platforms. It was filmed as vertical
video and made exclusively for Snapchat.
NBC’s parent company NBC Universal is betting big on Snapchat. In
March 2017, the company invested $500 million in an IPO by Snapchat
owner Snap. At its recent upfront, it also showcased The Rundown, an E! News series that attracts an average of 8 million views per episode on the platform.
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