Snapchat's parent company has announced plans to create TV programmes for its mobile app as part of a new deal with TV giant NBCUniversal.

Snap Inc announced it has created a new digital content studio in California that will focus on developing scripted TV shows designed to appear in the popular social media and picture sharing app.

The US TV network has previously been behind hit shows such as Parks & Recreation and Will & Grace, and also created the first daily news show for Snapchat - Stay Tuned.

The new content will appear under the Shows section of the Snapchat app, which is already used by news and other organisations for short video clips.

NBCUniversal's president of digital enterprises, Maggie Suniewick, said: "NBCUniversal is proud to have been Snap's first partner to create Shows, and we've seen consistent audience growth and engagement on the platform.

"This digital content studio is an extension of our already strong partnership and an opportunity to develop new IP and franchises for a mobile-first audience."

Video has become an increasing focus for the social media giants - both Twitter and Facebook have launched live video streaming services to users in recent years - but Snapchat says it believes content closer to traditional TV shows also have a place on the platform.

Snap Inc's head of original content, Sean Mills, said: "We see scripted as the next exciting chapter to dive into, and are thrilled to be charting this path with NBCUniversal, who have been amazing collaborators from the start."

As part of the announcement, Snap and NBC also confirmed the first joint venture would be with US independent film and TV producers Mark and Jay Duplass, and their new Donut creative studio.

NBC executive Lauren Anderson, who has been named chief content officer for Snap's new studio, said the venture aimed to back programming on mobile to the "next level".

She said: "As mobile audiences continue to grow, we're excited to expand the type of content we can develop.

"By combining the best-in-class creative expertise of NBCUniversal with the broad digital reach of Snapchat, we have the unique ability to take mobile programming to the next level, creating compelling shows for both viewers and advertisers."