At this point, there are more major TV media companies that are in business with Snapchat than are not. A+E Networks is the latest to partner with Snap Inc., announcing today that its in-house agency, 45th and Dean, will develop shows for Snapchat’s Discover platform. The content will involve talent and brands from its various networks and franchises along with some new concepts.
The first series to come out of the deal is Second Chance, which the companies said is the first unscripted show a network has produced for Snapchat that’s not based on an existing TV brand.
In Second Chance, exes will meet to explore and discuss how their relationship fell apart. There will be eight weekly episodes of the series, which will be available for Snapchat users in the U.S., Canada, U.K. and Australia.
“When we launched 45th and Dean one year ago, our vision was innovation in storytelling across all platforms, and rich, meaningful partnerships,” said Paul Greenberg, evp and gm of 45th and Dean and FYI, in a statement. “Snapchat is a powerful brand, one which knows how to reach new audiences by pushing the limits and expanding the boundaries of creativity. We’re extremely excited to bring A+E Networks’ strong brand portfolio—which includes A&E, Lifetime, History and FYI— to the Snapchat platform like never before as we roll out Second Chance and several other series already in development.”
Added Nick Bell, vp of content for Snap Inc., in a statement: “A+E’s investment in mobile storytelling is exactly what Snapchat Shows are all about: The ability to create premium and wholly original content for a mobile-first audience from some of the best storytellers in the world. We are excited to break new ground with A+E Networks on our first unscripted series, with a concept that we think is raw and relatable.”
A+E is the latest in a long line of big media companies that have decided in the last year that Snapchat is an essential component of their quest to reach millennials.
In December, Turner and Snapchat expanded their existing deal to develop new Snapchat shows based on Turner brands like TBS, Adult Swim, truTV and its mobile-first digital content venture Super Deluxe, and create a Bleacher Report Discover Channel for U.S. users. Also in December, Snap Inc. partnered with Disney-ABC Television Group to produce original series for the platform, starting with its Bachelor aftershow, Watch Party: The Bachelor.
While DATG controls and sells all of the advertising inventory for its Snapchat content as part of that deal, Snapchat maintains ad sales rights for its new partnership with A+E Networks.
On Feb. 17, BBC Worldwide will debut a six-episode Planet Earth II short-form series on Snapchat, one day before Planet Earth II airs on BBC America.
Snap Inc. launched a partnership with Viacom last February, and teamed with NBCUniversal in August to bring NBCU’s most popular shows like The Voice and The Tonight Show Starring Jimmy Fallon to the platform. The most recent show to come out of that NBCU deal launched today: Saturday Night Live’s first Snapchat series, SNL Stories. The first episode, “Boycott,” is about a couple (SNL’s Aidy Bryant and Beck Bennett) who are attempting to boycott all products associated with Donald Trump.