Musical.ly gets into original content with new shows from Viacom, NBCU & Hearst

Lip-syncing social network Musical.ly is getting into original content, thanks to new deals with Viacom, NBCU and Hearst, which will bring short-form video series to the app. Nonetheless, unlike the original videos found on Snapchat an app thats often the next step up for the tween-age Musical.ly audience these displays are designed to be interactive.

That is, the demoes foster Musical.lys customers a group whos once cozy making and making videos to share with friends to affix their own personal the answers to this shows using hashtags.

The news was first reported by Variety, which also notes the new show will be free to watch, and dont first include any ads or other forms of monetization. Instead, theyre to take in order to test the waters for original content in the various regions of the social network and Musical.ly hasnt paid its partners to produce the indicates, either, research reports says.

Musical.ly is something of an under-hyped social network, established its sizing and magnitude. TheShanghai-headquartered startup was valued at around $500 million last summer, when invoking a $100 million round. Its app has been downloaded around 200 million times, and it said in December, 2016 that it has over 40 million monthly active customers.

Those are sizable multitudes for a social network who user basi is almost entirely adolescents.( In detail, its appeal with children has it operating in a gray area when it comes totheChildrens Online Privacy Protection Rule aka COPPA.Kids can be reached on the app, and are often under 13 because parents install it for them .)

The first two of the brand-new original evidences propelled on Musical.ly today, where theyll be shown at the top of the apps Trending section for 24 hours.

One is a shortened account of Viacom/ MTVs Nick Cannons Wild N Out comedy show, while the other is Seventeens Fashion to DIY For. The next two, MTVs Greatest Party Story Ever and Seventeens Seventeen in the City, will hit on Saturday.

NBCUniversal, meanwhile, is scheduling an E! demo Crush, focused on fame vanquishes. It also has plans for other indicates from NBC Entertainment and Telemundo.

The substantiates, which will be only 2 to four minutes long, will also be available for Musical.ly useds to respond to after their initial posting on the media fellowships own Musical.ly profiles.To respond, users can evidence their own action videos which will be linked to own a hashtag page in the app.

Separately, the companyannounced today a partnership between its live-streaming app Live.ly and Sweety High, a digital media company is targeted at Gen Z girlfriends. Sweety High is also launching video material a series called After the Bell in the Live.ly app. The serial launched into beta in February, and now has an audience of 300K-400K weekly spectators, the company says.

Beyond original content and video succession, the company has been humbly experimenting in other areas, as well, hoping to raising its proliferating user base to more social lotions. Earlier this year, Musical.ly launched a video messaging app called Ping Pong on the App Store, which had followed a third video chat app announced Squad.

Read more: https :// techcrunch.com/ 2017/06/ 15/ musical-ly-gets-into-original-content-with-new-shows-from-viacom-nbcu-hearst /

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