Snapchat is set to announce its media-pushing Discover feature today, according to reports.
Back at the beginning of November, the latest in a long line of reports emerged claiming that the popular ephemeral messaging app was looking to branch out.
It was claimed that Snapchat was in negotiations with a number of top media companies with a view to pushing their stories through the Snapchat app - though only briefly, of course.
Recode is now claiming that this Discover platform will be officially announced "Tuesday morning" - which will be later on today if we're talking Greenwich Mean Time.
The premise of the Discover platform has apparently remained unchanged. Snapchat users will be able to skim through selected content from the likes of ESPN, CNN, Vice, and Warner Music. This content will disappear after this initial browsing session.
Snapchat, for its part, will sell adverts against this content, and then share the revenue with the content providers.
According to recent reports, Snapchat has 100 million monthly users, and many of them are young. Partnering with the app on this new Discover venture could be a lucrative move for any media company looking to attract a fresh audience.
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Adding such curated content into the mix won't be a completely alien move for Snapchat. It already assembles user-provided content for major events under the Snapchat Stories banner.
But this will be the first time that Snapchat opens out its service to outside agencies, and it remains to be seen whether its young, savvy users will take kindly to the imminent brand and ad invasion of their hitherto very personal messaging app.