Facebook is officially launching its big attack on TV

Facebook’s push into becoming a destination for original TV shows begins Thursday with the launch of its redesigned video tab, Business Insider has learned.

The new tab will be called Watch and will showcase a slew of shows from the likes of BuzzFeed, Tastemade, Condé Nast Entertainment, and ATTN, 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 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 its rival Snapchat. It also views such video as a means to rake in brand advertising dollars traditionally reserved for conventional TV.

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

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