Facebook Inc. (FB) is willing to spend a lot of money for original content and is reportedly doing just that to land a reality show focused on Marshawn Lynch, the Oakland Raiders running back.

The show, titled “No Script,” is being acquired by Time Warner Inc.’s (TWX) Bleacher Report for millions of dollars, reported Reuters. “We think we have a big hit on our hands,” Rory Brown, president of Bleacher Report, told Reuters without saying just how many millions of dollars the social media giant is paying. “People are going to spend more time on Facebook because of it.”

The show will launch in September and will be made up of eight episodes, 10 to 15 minutes each. Under terms of the deal, Facebook gets to keep the exclusive rights to the show for a specified period of time. Once that time is up, Bleacher Report can use the content. The social media company gave Bleacher Report control over the show, though the use of foul language might be censored. (See more: Facebook Introduces Its Answer to YouTube, TV.)

Online Is the New TV

The deal is just the latest effort by Facebook to dominate online video similar to what it's done with social media. With the company running out of places for advertisers to hawk their goods and services, it has been increasingly turning to video to collect more ad dollars. It is hoping that if it bankrolls original programming, it will lure other production companies to the platform. The idea is to steal advertising dollars away from television, which is where most brands still spend the lion’s share of their budgets.

Earlier this month, The Wall Street Journal reported that the company has committed $1 billion to original content as it takes on the likes of Amazon.com Inc. (AMZN), Netflix Inc. (NFLX), Alphabet Inc.’s (GOOG) Google and Apple Inc. (AAPL) in the market for streaming content. In August, it rolled out Watch, which is a new feature aimed at making it easier for users to find video content, create watchlists and follow specific shows. It also enables customers to see which shows are trending and which ones friends are viewing. (See more: Apple to Spend $1 Billion to Buy, Produce Content.)

While Facebook is reportedly willing to spend as much as $1 billion for programming, it's a far cry from what rivals are spending. It's roughly half of what HBO spent in 2016, and the same as what rival Amazon.com budgeted for content in back in 2013.

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