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Scripps Networks Interactive to produce original shows for Snapchat
MUMBAI: US lifestyle content creator Scripps Networks Interactive has announced a new deal with Snap Inc. that will bring new food- and home-related programming, including shows, to online social network Snapchat’s Discover platform.
Scripps’ Food Network was one of the original publishers for Snapchat’s launch of Discover in January 2015 and has since been creating Publisher Stories for the platform. Under this new, expanded deal, several of Scripps Networks’ popular TV networks, Food Network and HGTV, will begin developing and producing shows for Snapchat.
“Snapchat’s distinctive mobile platform provides an ideal environment for us to touch millennials and centennials who may not yet be hooked on our premium offerings. We’re finding more and more new fans among the hard-to-reach mobile natives,” said Scripps Networks’ President of Content Distribution and Marketing Henry Ahn.
“HGTV and Food Network are masters of addictive and inventive TV, and it makes perfect sense to bring that programming expertise to Snapchat Shows. Scripps has been an important partner for us since our launch of Discover, and we’re thrilled that Snapchatters will soon have access to more entertaining content from some of their most popular networks” said Snap VP content Nick Bell.
Food Network will also continue to curate its Publisher Stories for Discover, which have seen significant growth among Snapchatters globally over the last two years. Food Network Discover content is evolving with new features including “Millennial Manners,” scripted videos about the right way to adult at the table; a new offering with influencer Skyler Bouchard around millennial food entrepreneurs; and a pick-your-own-adventure food treasure hunt with New York-based influencers. New collaborators include Aussie influencer Li-Chi Pan, with Down Under delights for food-curious fans, and digital star Vickie Liu, who shares her favourite sweet creations.
According to recently released research from Nielsen commissioned by Snap Inc., media companies that publish content on Snapchat’s Discover platform see notable audience growth on their TV and other platforms. For example, Nielsen’s study found that Snapchat provided a 16% increase in average monthly reach in Discover partners’ TV audience, while their own average monthly TV audience decreased by 5% (when comparing the six months after a media company joined Snapchat’s Discover platform to the six months prior).
Under this new expanded agreement, Scripps Networks and Snap will serve sponsors through unique campaigns that leverage Snap’s ad technology, as well as Scripps’ client relationships and advertising-friendly content.