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Facebook’s new video platform is rolling out to all users in the US over the next few days, the company announced today. The platform, called Watch, will have hundreds of original shows for people to choose from.

Facebook is priming the platform by paying creators to make 20- to 30-minute shows. But eventually, Facebook plans to open up content-making privileges to everyone. The platform was initially announced in early August and will replace the current video tab in Facebook on mobile, desktop, and TV.

For Facebook, this is a golden opportunity for luring in ad revenue, especially for a company that has run out of advertising space on its packed News Feed. Billions of people already watch and share Facebook videos regularly, so it’s…

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