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Facebook Inc. has hired two new executives to lead its expansion in video content. Matthew Henick, the former head of BuzzFeed Studios, will lead global video content strategy and planning of Facebook, and Mike Bidgoli, a former executive of Pinterest, an image-based searching and website, will be in charge of its proprietary video content platform Facebook Watch, both announced on Monday.

“Facebook is just setting out on its journey to become a new kind of video platform for the world, and the opportunity to tag along was just too good to pass up,” Henrick posted.

“As media learns to wield the advantages of the digital world, a completely new video experience is emerging on mobile with a potential for social and interactivity that we’re only beginning to tap,” he added.

“Facebook is an amazing position to offer that. It’s a clear extension of the company’s mission to bring the world closer together.”

The transactions come after Facebook improved video offerings in August 2017 to vie in the television market. It was also the date when Facebook said Facebook Watch was initially made accessible to a small number of people in the United States on its app, website, and television apps. The programming includes professional women’s basketball, safari show, and a parenting program.

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Facebook is entering a jam-packed video content market, where stiff competition takes place among television networks with newer players such as Netflix Inc., Amazon.com Inc.’s Prime Video, and Alphabet Inc.’s YouTube together with Twitter Inc. and Snap Inc.

The social media giant had sealed agreements last year with millennial-centered news and entertainment creators Vox Media, BuzzFeed, ATTN, Group Nine Media and other to produce shows for its video service as part of its plan to buy and license original content.

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