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Disney Creating Original TV Shows for Snapchat

21 Dec, 2016 By: Erik Gruenwedel



Seeking to target younger viewers eschewing traditional television, Disney/ABC Television Group and Snap Inc. Dec. 22 announced an agreement through which DATG will produce original episodic shows for the social media camera platform.

ABC’s “The Bachelor” will be the first brand to co-produce a companion series with Snapchat, with the first episode bowing Jan. 3 — the morning after the 21st season premiere of “The Bachelor” Jan. 2.

The weekly show, “Watch Party: The Bachelor,” will stream on Snapchat’s Discovery platform and complement the original series by showcasing celebrities, comedians, super fans and infamous bachelors and bachelorettes to ruminate about the show.

Intercut with clips from each week’s episode, Snapchat users will watch along with the cast as they hang out, eat snacks, crack jokes and react to the crazy/wild/romantic storylines on “The Bachelor.”

Consisting of 10 original episodes and one live story, “Watch Party: The Bachelor,” will be available for 24 hours on Snapchat.

In the coming months, several additional shows from DATG will roll out on Snapchat. In addition to TV shows, the Discover platform also features editorial content produced by outside partners, and “live stories,” which are a collection of “snaps” submitted by “Snapchatters” in specific locations and edited and curated by Snapchat producers and editors.

“Earlier this year, we worked closely with Snap on a very successful “The Oscars Live Story,” and we look forward to building on that relationship and providing mobile-centric users with a unique, immersive experience around our shows and brands,” John Frelinghuysen, EVP of digital media, strategy and business development for Disney|ABC Television Group, said in a statement.

Additionally, as part of the deal, DATG will develop and sell advertising packages incorporating Snapchat’s video ads.

Disney joins a growing bandwagon of content producers eager to create and distribute via alternative channels. Other media companies include Viacom, Turner Broadcasting System and NBC Universal.

 


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