Facebook is teaming with an ad agency to launch a branded morning show

Soon you'll be able to start off every morning with a cup of coffee and some fresh branded content.

Facebook is teaming with ad agency DigitasLBi to launch a new live-streamed morning show called "Rise and Shine," featuring a mix of local weather, workouts, recipes and other talk show fare.

The show will appear in subscribers' News Feeds and on a designated Facebook page three to five days a week, and the creators are even building a specially designed Facebook chat bot to alert users when a new video is available to stream.

While Facebook's creative studio is helping Digitas with development and production, the show and all of its content will be owned by the agency.  

Each episode will be sponsored and approved by one or more of the ad agency's various client brands -- a list that includes major companies like Taco Bell, Sony and Durex condoms. 

The agency has not specified which brands will have a hand in the show, but a spokesperson did say that the clients would likely bring in their own pitch people and big-name endorsers.

The agency describes it as a "deconstructed morning talk show, built-for-feed and delivered to mobile in the morning."

"It will appear in those morning wake-up hours where you are getting up, you could use a little [content] to get you going," Keenan Pridmore, head of Facebook's Creative Shop Studio, told Adweek. "Something to get you laughing, smiling, thinking."

First unveiled during this week's Digital Content NewFronts -- a showcase for media companies to woo prospective advertisers -- the project comes as Facebook is making a big investment in its live video platform. 

The social network has started paying various media companies like BuzzFeed and the New York Times to produce live-streamed videos but remained conspicuously mum on how publishers will be able to advertise and make money on the platform going forward.

This new show might provide a clue of the role that Facebook sees advertisers playing in live video content.

Updated Friday May 6, 3:00 p.m. PST to reflect that Facebook does not own the show or any of its content.

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