Facebook is teaming with DigitasLBi to create a live morning show

The ad agency unveiled a program called Rise and Shine, a livestreamed morning “Feed show” on Facebook that will include local weather, exercise workouts, recipes and more.

The sponsored shows will air three to five times a week and appear on a brand’s Facebook page, in the news feed as well as in Facebook Messenger.

In a statement, the companies described the initiative as a “a deconstructed morning talk show…built-for-feed, audience-first branded programming.”

“And the show is going to be shapeable by whatever brand gets involved,” Donaton said.

The partnership appears to mesh well with DigitasLBi’s current focus on content-based marketing as opposed to interruption-style advertising.

“There’s a mandate to think about building content that has a lot of value for, of course, brands but also people,” Pridmore said, addressing the genesis of the project.

Facebook is looking to grow its original video programming-especially since it recently launched its livestreaming platform, Facebook Live.