NBC looks to entice millennial viewers with Snapchat show

The news network partnered with the social media app to produce a broadcast that will stream twice a day under the platform’s ‘Discover’ section.

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In its effort to reach younger viewers, NBC is turning to Snapchat.

The network is targeting an audience who is less likely to watch its traditional broadcasts by personalities such as Lester Holt—and it’s doing that by delivering a daily broadcast dubbed “Stay Tuned.”

The news program, which is presented in the same structure as a Snapchat story, features youthful, casually dressed broadcasters Savannah Sellers and Gadi Schwartz.

Instead of the organization’s standard, Cronkitian delivery, Schwartz and Sellers opt for a much more conversational tone, evidenced in a Wednesday lead-in that started with, “Healthcare, why you gotta be so complicated?”

The move marks Snapchat’s first foray into daily programming and its first show that will react to breaking news. NBC’s broadcasts generally run 3-5 minutes, and feature condensed versions of the stories running on its nightly broadcast.

NBC’s senior vice president of digital, Nick Ascheim, told MSNBC in an interview that the show was “crucial.”

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