E! is trying out Facebook’s new live streaming option, Facebook Live, debuting its digital franchise Live From E! on the platform starting Monday, March 21.

On the show, which will go live every weekday at 12:30 pm ET for 15-20 minutes, the E! hosts will speak directly to the global social community in real time, and they’ll be able to talk back.

The series already existed on eonline.com and the E! online app, but it was redeveloped for Facebook, taking into consideration the platform’s single-camera structure. It also swapped a new desk and 60-inch monitor to be better adapted to Facebook Live’s screen size.

About 9 million people have liked E!’s Facebook page, according to Variety, and year to date, E! has generated more than 55 million video views on Facebook, according to John Najarian, executive VP/ GM of E! news and digital.

TV shows are just discovering Facebook Live but TMZ and Access Hollywood already have given the new platform a shot. TMZ has more than 6.1 million fans on its main Facebook page, and started offering live video on Facebook Live shortly after the social platform opened up the tool for publishers last fall, reports Digiday. TMZ‘s live streams are averaging between 75,000 and 100,000 viewers and 7,000 to 25,000 comments on average, said Donald Alexander, director of social media and audience development for the celebrity gossip site, to Digiday.

Facebook is pursuing media partners to work with it to offer live video via Facebook Live, and it’s also said to be in talks with the NFL to offer Thursday night games on the service. Earlier this month at SXSW, Twitter live-streamed an entire episode of Comedy Central’s @midnight via its Periscope live-streaming unit.

RELATED: Facebook, Twitter Consider Streaming TV Options

READ MORE: Variety, Digiday

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