Facebook has signed an exclusive deal with WWE to launch a new live weekly show.
Mixed Match Challenge will stream live in the US exclusively on Facebook’s Watch platform on Tuesday nights, starting 16th January at 10pm ET.
The 12-episode series will let fans get in on the action by voting on certain elements of the matches.
After an unspecified window Facebook, WWE will have the option to distribute the series as VoD on its subscription streaming platform, WWE Network.
Each 20-minute live episode of the series will be produced so that it is optimised for mobile viewing and social interaction.
“It highlights our ability to create content specific for a social platform,” said Jayar Donlan, WWE executive VP of digital and social content. “Fan interaction is a big piece of it… It’s kind of like being at an event.”
Episodes will not carry advertising. Dan Reed, Facebook’s head of global sports partnerships, said the company is still testing ad insertion in live programming and expects to eventually sell advertising in content on Watch.