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Facebook is officially launching its big attack on TV

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August 10, 2017: Facebook’s push into becoming a destination for original TV shows begins on Thursday with the launch of its redesigned video tab.

The new tab will be called “Watch” and showcase a slew of shows from the likes of BuzzFeed, Tastemade, ATTN, and Condé Nast, people familiar with the matter said.

Facebook officially confirmed the impending launch of Watch on Wednesday afternoon following the publication of this report. The company didn’t specify a date for the launch but said that it would happen “soon.”

Facebook sees high-quality, scripted video as an important feature to retain users, particularly a younger demographic that is increasingly flocking to rival Snapchat, as well as a means to rake in brand advertising dollars traditionally reserved for traditional TV.

“We hope Watch will be home to a wide range of shows — from reality to comedy to live sports,” CEO Mark Zuckerberg wrote in a Facebook post. “Some will be made by professional creators, and others from regular people in our community.”