Comcast’s NBCUniversal took another nibble at the shortform programming business today with a multi-year deal to provide Snapchat with content starting with The Voice on Snapchat and an E! News-produced show, The Rundown, about developments in popular entertainment.

These will be followed by original fare from The Tonight Show Starring Jimmy Fallon and Saturday Night Live, as well as material derived from other NBCU entertainment, news, sports and Hispanic-focused operations.

NBCU will develop and sell ads for what it calls “Snapchat’s expanded set of advertising products into its sponsorship, mobile and video offerings.”

Late last year Snapchat ended its short-lived foray into self-generated original content. 

The NBCU deal gives ad buyers an opportunity to be “associated with premium content in a new and compelling format, and creating a connection that lasts long after your snap disappears,” says NBCU Chairman of Advertising Sales and Client Partnerships Linda Yaccarino.

Snapchat VP of Content Nick Bell says that there’s “a huge creative and commercial opportunity around mobile-first programming and[we]  are excited to bring these future formats to our community.”

The Voice on Snapchat will launch as a five-episode short-form series on August 22. Coaches Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton will deal with user submitted performance videos (at voicesnaps.com). At least one contestant will appear on The Voice’s September 19 season premiere. 

The Rundown will be hosted by E! News correspondent Erin Lim.