United States television network NBC is to share some of its Olympic content with Facebook and Instagram, it was announced today.
Rio 2016 will be the third consecutive Olympics that NBC has worked in cooperation with Facebook, following London 2012 and Sochi 2014.
It will, however, be the first to include Instagram, which Facebook has owned since 2012.
In April NBC had agreed a deal with Snapchat, another social media platform.
A "Rio Olympic Discover" channel will be launched on the mobile app throughout the Games, which is due to start here on Friday (August 5), showing short clips of sporting action as well as behind the scenes footage.
NBC Olympics and Facebook will create a "Social Command Center" in Rio.
NBC will publish up to 20 Olympic highlights per day on the platforms, as well as a two-minute daily recap show, available exclusively on Facebook for US users.
Instagram will additionally provide its own daily slow-motion video covering the action featuring NBC Olympic commentators and athlete highlights.
NBC Olympics plans to incorporate Facebook and Instagram posts from many athletes, celebrities and news makers in its coverage.
This will include Ryan Seacrest highlighting buzzed about content from the two platforms on his late night show each night.
"We’re excited to work with NBC Olympics to provide fans with a unique, immersive and engaging Rio 2016 experience on Facebook and Instagram,” Dan Reed, head of global sports partnerships at Facebook, said.
"As a complement to NBC’s programming, our platforms will allow fans to access, interact with, and share a wide variety of engaging NBC video content from Rio to stay current and connect with their friends and communities.
"Together, our platforms will provide both a front row seat and backstage pass to the biggest event of the year."
The hope is that by creating interest on Facebook and Instagram it will help encourage people to watch the Olympics on NBC.
"This partnership is about reaching fans on Facebook and Instagram with NBC’s great and compelling Olympic content,” said Gary Zenkel, President of NBC Olympics.
"It’s about fueling the Olympic conversation and driving interest in watching the Games - and it’s a natural outgrowth of our mission to share the powerful and captivating stories behind the world’s most accomplished athletes."