Disney/ABC in Content & Advertising Pact with Snapchat

BURBANK: Disney/ABC Television Group (DATG) has signed a wide-ranging deal with Snap Inc., part of which will see the company produce original episodic shows for Snapchat.

ABC’s The Bachelor will be DATG’s first brand to co-produce a series with Snapchat for Discover. The first episode will debut on January 3, the morning after the premiere of the new 21st season of The Bachelor. The new Snapchat show, Watch Party: The Bachelor, will complement the ABC linear series by featuring celebrities, comedians, super fans and infamous Bachelors and Bachelorettes who get together each week to watch the new season.

In the coming months, several additional shows from DATG will roll out on Snapchat. In addition to shows that are a character- or format-driven, single-narrative video production, Discover 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.

As part of the deal, DATG will develop and sell advertising packages incorporating Snapchat’s video Snap Ads, which are 100 percent full-screen and play with sound.

“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, the executive VP of digital media, strategy and business development at 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,” added Nick Bell, the 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.”