Disney-ABC Television Group (DATG) will produce exclusive episodic shows for Snapchat after reaching an agreement with Snap Inc, the parent company of Snapchat.
The first DATG brand to co-produce a series with Snapchat will be ABC’s ‘The Bachelor’. The show entitled ‘Watch Party: The Bachelor’ will debut on Snapchat’s Discover section on 3 January 2017 – the morning after the premiere of the new season of ‘The Bachelor’. Each episode, in the 10 episode series, will be live on Snapchat for 24 hours.
John Frelinghuysen, executive vice president of digital media, strategy and business development at Disney-ABC Television Group said: “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.
“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.”
More shows from the DATG catalogue are expected to appear on Snapchat in the coming months.
In addition to the new shows on Snapchat, DATG will develop and sell its own advertising packages – incorporating Snapchat’s video Snap ads. This differs to Snapchat’s previous deals with media companies, such as Viacom and NBC Universal, where ad sale responsibilities are shared between both parties.