Better than a new selfie filter? ‘The Voice’ gets remixed for Snapchat

Beginning Monday, it’s a battle for swipes with NBC’s “The Voice.”

Two weeks after NBCUniversal announced a multi-year television partnership with Snapchat to produce shows based on its TV properties and designed for the photo-messaging app’s audience, the media company is rolling out its first entrant: “The Voice on Snapchat.”

The five-episode series based on the reality singing competition “The Voice” will feature this season’s coaches — Adam Levine, Blake Shelton, Miley Cyrus and Alicia Keys — reviewing user-submitted videos.

More than 20,000 entries were submitted in less than 48 hours when NBC opened the call for video submissions on Aug. 8. They were narrowed down by “The Voice” producers and coaches.

A new episode will drop every Monday on Snapchat’s Discover section. Each installment will focus on one coach as they select an artist they want for their team in “The Voice on Snapchat” finale, slated for Sept. 19. And unlike the 60-minute run time of its linear TV counterpart, episode lengths of the digital series will be roughly three to four minutes.

The performance video with the most votes will appear in the broadcast premiere of “The Voice” that evening.

“NBC is thrilled to launch ‘The Voice on Snapchat’ utilizing their new content format that offers fresh and creative ways to let fans engage and ultimately decide who will be the first winner in this revolutionary series,” said Rob Hayes, NBC Entertainment’s executive vice president of digital, in a statement.

Things kick off Monday with Keys, followed by Levine (Aug. 29), Cyrus (Sept.5) and Shelton (Sept. 12).

Venice-based Snapchat has partnered with several media companies, including People and ESPN, to produce content for its Discover section, a coveted area on the app where more than 100 million people worldwide each month interact with articles and videos. But the recent NBC partnership marks one of the first times a broadcaster has re-imagined — rather than repurposed — its TV shows for the messaging app.

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The deal furthers Snapchat’s push to become an entertainment destination and also highlights Hollywood’s scramble to meet young viewers where their eyes are: their phones.

NBC’s reality chief, Paul Telegdy, lauded the partnership, saying it represented “inclusion, creativity and innovation.”

“This interactive collaboration provides our passionate fan base a chance to directly participate and become a part of our Voice family,” he said in a statement.

Other Snapchat shows from NBCUniversal are set to include “The Rundown,” an E! News weekly pop culture series with segments that can only be seen on Snapchat, as well as spinoffs from “The Tonight Show Starring Jimmy Fallon,” “Saturday Night Live” and other brands in the company’s portfolio.

yvonne.villarreal@latimes.com

Twitter: @villarrealy