'The Voice' Coming to Snapchat

Ratings for NBC's The Voice were soft at the end of the series' previous season, and the network no doubt wishes that the music performance competition show would perform a little bit better with younger viewers. The network will go after those viewers beginning this week, when The Voice begins a five-episode miniseries on Snapchat that will encourage interaction with its viewers in advance of the broadcast season premiere in September.

The Voice on Snapchat begins on August 22, and it will feature the series' hosts presenting performances that were submitted to the show via a special website (voicesnaps.com) beginning this week. The best of these performances will win their submitters a place at the beginning of the broadcast series competition in the fall.

The collaboration between The Voice and Snapchat is just the beginning of an extensive deal between NBCUniversal and the social media platforms. Snapchat versions of E! News, The Tonight Show Starring Jimmy Fallon and Saturday Night Live are also on the way this summer, and more collaborations are likely ahead, as well.

The eleventh season of the broadcast version of The Voice premieres on NBC on Monday, September 19.