NBCUniversal is increasing the reach of some of its most popular shows with original content coming to Snapchat.
The multiyear deal, announced this morning, will bring programming and advertising created specifically in a mobile-first format as a way to expand reach and engagement with Snapchat's more than 150 million users.
The Comcast-owned media company will debut "The Voice on Snapchat" on Aug. 22 in the form of a five-episode series ahead of the reality music competition's television premiere in mid-September.
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