Snapchat is getting into original content production via a new joint venture with NBCUniversal.

The app’s parent company Snap will work with the US studio to create new material on Snapchat Shows, which launched in August 2016.

Snapchat Shows are short-form content designed for mobile, produced exclusively for the platform by leading TV networks and entertainment studios.

NBCUniversal has been repackaging existing TV content, such as The Voice, for Shows since the format's launch but the new deal represents the first time scripted content will be developed.

In addition, NBCUniversal’s sports division is set to create content for Snapchat around the 2018 Winter Games in South Korea.

The new output will be spearheaded by NBCUniversal’s Chief Content Officer Lauren Anderson, a TV verteran who oversaw the development and production of shows such as The Office.

NBCUniversal has enlisted Donut Studios, a production house founded by Mark and Jay Duplass, the creators of HBO’s hit show Animals, to help to develop content.

Snap, has over 166 million daily users, and NBCUniversal will share equal equity stakes in the new venture.

Sean Mills, Head of Original Content at Snap, said: “We see scripted as the next exciting chapter to dive into, and are thrilled to be charting this path with NBCUniversal.”

“As mobile audiences continue to grow, we’re excited to expand the type of content we can develop,” added Anderson.

“By combining the best-in-class creative expertise of NBCUniversal with the broad digital reach of Snapchat, we have the unique ability to take mobile programming to the next level, creating compelling shows for both viewers and advertisers.”

It is not the first time that content companies have looked to develop mobile-specific content.

Vivendi-owned Studio+ launched last year, promising to help operators to acquire and retain customers, to generate new revenues and to provide differentiation.

Read more: Studio+ aims to provide revenues to telcos, mobile-first video to time-poor millennials

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