The U.S. television department of Walt Disney will now create shows for Snapchat, announced Disney on Wednesday.
Snap Inc, which is preparing for initial public offering in next year, has signed many content and advertising agreements this year with NBCUniversal, Viacom, and Time Warner Inc’s Turner Broadcasting Inc.
Disney has partnered with Snapchat to reach the kind of young viewers that social media attracts. The two have worked together before for special Live Stories. It was a special feature that curated photos and videos submitted by users tied to some specific events, around ABC’s broadcast of Academy Awards in February.
Unlike Snapchat’s other deals with media companies, where all ad sales responsibility were shared across both companies, Disney will be sell and control the advertising for the shows that it creates for Snapchat.
Disney-ABC Television Group’s agreement, that includes cable channel Freeform and ABC broadcast network, will begin in January 2017 with a series about a popular franchise “The Bachelor”. “Watch Party: The Bachelor,” the recap series, will start from 3rd January, day after the starting of 21st season of ABC show.
The episodes are will be available on Snapchat for 24 hours and will be 3 to 5 minutes long.
Other Disney-ABC property based shows will come out on Snapchat later.
John Frelinghuysen, executive vice-president of business development and digital media strategy for Disney ABC- Television, said in a statement that, “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”
The deal includes that Disney-ABC will sell advertisement packages including Snapchat’s 10 seconds video ads.
“Snapchat inventory may be sold in a bundle with linear TV ad buys, or separately to digital-only sponsors,” added Frelinghuysen.
“Disney-ABC have rewritten the rules for how to develop daring, fun and adventurous series for TV, mastering formats ranging from scripted to reality and from drama to comedy,” said Nick Bell, Vice-President of Content of Snap Inc.