NBC News is bringing news broadcasts to Snapchat, the company announced today, with the launch of a twice-daily headline news show it’s calling “Stay Tuned.” The show aims to connect with younger viewers who no longer get their news from traditional television, nor connect with a trusted anchor during a nightly broadcast as generations before them.
Instead, the two- to three-minute news show will feature four or five segments focused on the top national and international stories of the day, including politics, pop culture and more.
“We’re assuming the audience is not necessarily attuned to every last coming and going with the news, but we’re also assuming that they have a real hunger for what’s going on in the world,” explains NBC News’ head of digital, Nick Ascheim, of the show’s target audience.
The result is a show that feels like a compressed version of a news broadcast, with card-style graphics introducing the upcoming stories, interjected video clips of key news events and sound bites and a quick-paced format to keep those with short attention spans engaged. Hosts explain the news simply, but without dumbing it down. Meanwhile, some recorded quotes are displayed with captions that have a more youthful feel. In fact, the captions resemble the stickers used to annotate photo and video on social media — perfect for screenshotting.
“They don’t watch television in the traditional, linear sense,” Ascheim says, “but they’re ready and willing to consume lots of video on their phones.”
“Stay Tuned” itself is filmed in New York, where a team of 30 producers, editors, writers, graphic designers, journalists and more helped to roll out the new content on a non-stop basis. The show will be supported through advertising and sponsorships. To put these Snap show numbers in perspective, the top 10 prime time TV programs of 2016 ranged from 14.4 million to 19.9 million viewers, per Nielsen.