Facebook is not afraid to pay for news coverage. 

The social media company is paying media outlets and celebrities cash in return for using its Facebook Live video feature. 

CNN is getting $2.5 million from Facebook to post live videos. The New York Times and Buzzfeed are getting north of $3 million to do some Facebook live. 

The celebrities who are being compensated for creating live video include comedian Kevin Hart and chef Gordon Ramsay.

During the past year, Facebook CEO Mark Zuckerberg has made it clear that video—and particularly live video—is the most important focus for the social network. At a Fortune conference earlier this month, Facebook vice-president Nicola Mendelsohn said that if she had to predict what the site would look like five years from now, “it would be video, video, video.”

H/T Fortune