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Twice-Daily Show On Snapchat Launched By NBC News

Twice-Daily Show On Snapchat Launched By NBC News
As a part of its push to attract younger viewers who tend to watch TV on mobile devices, Comcast Corp's NBC News is launching a twice-per-day news show on Snapchat, the company said on Wednesday.
As it seeks to boost its digital offering, during the initial public offering by Snap Inc, Comcast's NBCUniversal invested $500 million in Snapchat owner Snap Inc.
An aging audience is faced by broadcast news outlets like NBC News. For example, according to the Nielsen ratings agency, the median age of NBC Nightly News s 64 years old. And compared to the 18-to-34-year-old demographic that advertisers covet, that is much older audience age range.
Featuring short documentaries to appeal to social media users, NBC News launched a digital video service, called "NBC Left Field" last month.
"This is a concerted effort that is crucial to our future," said Nick Ascheim, head of digital at NBC News.
At 7 a.m. and 4 p.m. EDT on weekdays and 1 p.m. EDT on weekends, "Stay Tuned" will be on air and will focus on issues of the day. Specific breaking news events would also be aired on the show.
In recent months, there has been increasing investor skepticism about Snap's ability to grow and compete with Facebook Inc's) Instagram and the launch of the daily news show comes amid such an environment.
With the aim of launching shows as soon as next month, which was reported by the media in May, Facebook has signed deals with millennial-focused news and entertainment creators, including BuzzFeed, and therefore this much bigger rival is also getting into original content.
And citing such concerns by thee investors, a price target of $16 stock, a dollar below its March IPO price of $17, was put by Morgan Stanley, a lead underwriter on Snap's initial public offering, last week.
noting a lot of interest from advertisers in the new Snapchat show he said that the investor skepticism does not concern NBC's Ascheim.
Sean Mills, head of original content at Snapchat, said that the company expects that user engagement, which is currently growing at over 30 minutes a day, would be helped to be increased by the NBC news show. the average user comes to Snapchat more than 18 times a day, he said.
While declining to comment on the financial specifics of the agreement, Mills said, that each news show will last three to four minutes and include two 10-second ads.
This will be the first daily news show as part of the company's original content strategy launched last year even while Snapchat features news through the publishers on its Discover platform.
"If something happens in the world, we want people to go to Snapchat," said Snapchat's Mills.

Christopher J. Mitchell

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