Snapchat and NBCUniversal (NBCU) “significantly” extended their partnership, in a move that will see the US broadcaster creating original content for the social media platform.

In a statement, the companies announced a multiyear content and advertising deal which will see NBCU creating customised shows. It kicks off with ‘The Voice on Snapchat”, a music reality show, debuting this month.

Versions of E! News, The Tonight Show and Saturday Night Live will also follow.

“Together with NBCUniversal, we believe there is a huge creative and commercial opportunity around mobile-first programming and we are excited about these future formats to our community,” said Nick Bell, VP of content at Snapchat.

NBCU reportedly said it will not use Snapchat to develop shortened versions of shows that have already aired, as it does on YouTube and Facebook, but instead produce new content.

Speaking to Wall Street Journal, Ron Lamprecht, EVP of business development and digital distribution at NBCU, said the deal does not mean that content will always be exclusive to Snapchat.

“If the content works in other places, we’ll put it there,” he said.

The US broadcaster, owned by media giant Comcast, is currently bringing content to Snapchat from the 2016 Olympic Games in Brazil through the app’s Live Stories.