Exclusive Disney/ABC content for Snapchat
December 22, 2016
Disney’s ABC Television Group (DATG) and Snap have announced an agreement through which DATG will produce original episodic shows for multimedia mobile app Snapchat in the US.
ABC’s reality series The Bachelor will be DATG’s first brand to co-produce a series with Snapchat for Discover, with its first episode debuting on January 3rd – the morning after the premiere of the show’s 21st season. New Snapchat show, Watch Party: The Bachelor, will complement the ABC TV series by showing celebrities, comedians, super fans and infamous Bachelors and Bachelorettes get together each week to watch the show.
In the coming months, several additional shows from DATG will roll out on Snapchat, which is now adding original, scripted and unscripted shows to its Discover platform. In addition to Shows, which are a character or format-driven, single-narrative video production, Discover also features Editions, which are selections of editorial content produced by outside editorial 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 Snapchat’s mobile-centric users with a unique, immersive experience around our shows and brands,” said John Frelinghuysen, executive vice president, Digital Media, Strategy and Business Development, Disney|ABC Television Group. “With the upcoming ‘Watch Party: The Bachelor’ we look forward to working together with Snapchat to not only reach Bachelor fans in an entirely new way, but to also provide our advertising partners with even more opportunities.”
“Disney|ABC has rewritten the rules for how to develop daring, fun and adventurous series for TV, mastering formats ranging from scripted to reality and drama to comedy,” said Nick Bell, VP of Content for Snap Inc. “They will be a vital partner as we continue to expand our lineup of shows on Discover and we’re excited to kick off 2017 by bringing one of their most beloved brands to Snapchat.”
Additionally, as part of the deal, DATG will develop and sell advertising packages incorporating Snapchat’s video Snap Ads, which are 100 per cent full-screen and play with sound.