Over the past few months, Snapchat has lined up a slew of TV networks to create exclusive content for its Shows platform, such as A+E Networks, Discovery, ESPN, NBCUniversal and Turner (owner of CNN, TBS and TNT). According to The Wall Street Journal, Snapchat is also in talks with CBS and Fox, two of the biggest players in the TV industry. It’s an ambitious effort, and Snapchat appears confident that it has the perfect formula for viable mobile-first, short-form video programming.

NBCUniversal, which invested $500 million as part of Snap’s IPO in May, was one of the first networks to put the potential of Snapchat Shows on display. The company, like many other traditional media outlets, craves the young demographic that live on Snapchat. Last July, NBCUniversal launched Stay Tuned, a twice-daily news show created from the ground up with Snapchat users in mind. The show features two- to five-minute episodes shot in portrait mode, the ideal format for watching on-the-go on a smartphone. It’s complemented by bright, colorful imagery and large text overlays that are displayed as the host discusses the news of the day.

So far, NBCUniversal’s bet seems to be paying off, with the network claiming that the show has garnered more than 29 million viewers since its debut. That number, however, needs to be taken with a grain of salt. Snapchat does not disclose valuable metrics like user watch time and series retention stats, so it’s hard to know what exactly qualifies as a “viewer.” The company also doesn’t…

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