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Spap’s senior director of content programming Sean Mills talked about the company’s plan to create scripted content through the newly launched joint venture with NBCUniversal during his keynote at Mipcom on Tuesday.

The exec was joined on stage by Lauren Anderson, formerly NBC Entertainment’s senior VP of entertainment programming, who’s been tapped chief content officer of the joint venture.

Anderson said her new job at Snapchat will allow her to continue working with writers, producers and create engaging content for audiences. She also said Snap presented its own set of challenges since the joint venture will have to create a specific content that can reach a well-defined target demo.

Snapchat is giving great “opportunities for storytellers,” allowing them to explore “different ways to tell different type of stories,” Anderson said.

The Snap-NBCU joint venture plans to work with only a select group of creators. The first partners for the JV are filmmakers Mark and Jay Duplass, whose credits include HBO’s “Room 104” and “Togetherness,” who have signed on to develop original shows to debut in 2018.

Mills said “Snapchat will not put [their scripted content] somewhere else.”

The exec said Snap was in an “experimental mode” when it comes to creating scripted content.

Speaking of genre, Mills acknowledged that certain shows like “slow-burning drama with lots of different characters” will always “work better on TV.”

“We do try to keep it fairly simple; comedies are very exciting, and drama can work as well,” said Mills, who said he also was highly interested in telenovelas. He said Anderson, who worked on “The Office” among other hit comedies while NBC, will be able to leverage her relationships within the comedy field.

Asked whether Snap was interested in developing a subscription model to go along its scripted content lineup, Mills said Snap would stick to an advertising-supported model. He added, though, that Snapchat was “open minded” about branded content.

The exec declined to give the number of shows they plan on producing. “We love scarcity,” Mills said. “We are focusing on quality, not quantity.”