Back in May, we reported that NBC News was in the midst of creating the first daily news show exclusively for Snapchat’s Discover platform.
That show, named Stay Tuned, officially launched this morning at 7 a.m. ET on the popular social media platform. Going forward, there will be morning and afternoon editions of Stay Tuned each day during the week (7 a.m. and 4 p.m.), a show on the weekends at 1 p.m.
Stay Tuned will show updates throughout the day to cover breaking news. Each program will run roughly two to three minutes in length, with four or five segments which will cover national and international news stories, politics, pop culture and more.
This show endeavors to bring a new audience to NBC News, one who wants to consume the news but doesn’t necessarily want to stay home and sit in front of the TV each day. On paper, this appears to be a good way of getting the news (and consequently the brand) in front of on-the-go, cord-cutting millennials and Gen-Zers.
Stay Tuned will be hosted alternately by NBC News correspondent Gadi Schwartz and MSNBC News correspondent Savannah Sellers, and produced by 30 (yes 30!) NBC News staffers in New York, led by Andrew Springer, director of social strategy for NBC News.
Adweek’s Jason Lynch reports that this NBC News show will triple the amount of Snapchat shows airing each day, as the platform had been averaging only one new episode per day prior to Stay Tuned’s launch.
Snapchat is diving head-first into the original content space, and according to Lynch, over the past year, the platform has partnered with almost all major media companies to create exclusive, original content—usually between three and five minutes and shot vertically.