Snapchat used to promote Geordie Shore's new series
MTV is using the picture-sharing app Snapchat to promote the new series of Geordie Shore.
Fans are being sent exclusive picture and videos from a Geordie Shore Snapchat account, in what MTV claims is a first for British TV.
Snapchat launched in 2011 and allows users to send and receive images which 'self-destruct' after a few seconds.
The app has been criticised over claims that deleted data can be recovered.
Jo Bacon, MTV UK vice-president of marketing, creative and publicity, said: "Providing even more exclusive and irreverent content to our fans gives them immediate access to all the need-to-know series information.
"[It] allows us to tease storylines and more interestingly, use the platform as a means of driving real time tune-in reminders in a period where TV viewing habits are ever-changing."
Snapchat users around the world send around 200 million images a day and the firm recently raised £39 million in new funding.
Developers are thought to be considering in-app purchases as a way of making money.
In May the company admitted that deleted data could sometimes be recovered from Android devices after a US firm retrieved pictures using forensic software.
It is also possible to save a photo by taking a snapshot of the screen before it disappears.
The sixth series of Geordie Shore starts on MTV on 9 July.
Follow @BBCNewsbeat on Twitter