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The Comcast Corp. media giant that owns of networks like E! , Bravo and the NBC broadcast channel has signed a multiyear deal to feature specially made TV clips on Snapchat. According to NBCUniversal the idea isn't to disseminate repurposed TV clips like YouTube and Facebook , rather will be more of an original show production.

The idea is an extension of “The Voice on Snapchat,” a series that collects user-submitted performances judged by “coaches” from “The Voice.” .However , the actual look of the program is yet to be revealed.

According to Mr. Lamprecht said he thought the trick, he said, is creating video content specifically for the app’s audience and in vertical video format – not just reusing TV segments.“The idea that you’re going to take a horizontal piece of content, even if it’s great, and just crop it vertically isn’t going to work,” he said.
But Mr. Lamprecht added that the programming NBCU creates for Snapchat will not necessarily be exclusive. “If the content works in other places, we’ll put it there,” he said.

For the initiative NBCUniversal will rely on some of its most recognizable franchises—like “Saturday Night Live,” “The Voice,” and “The Tonight Show Starring Jimmy Fallon.”