As its IPO looms, Snapchat continues its evolution from social media giant to video platform through a new deal with A+E Networks.
According to Variety, the short-form show called "Second Chance"—which features couples working through relationship issues—is being produced by A+E’s digital agency 45th & Dean.
“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,” said Nick Bell, vice president of content at Snap, in a statement. “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.”
The agreement follows a similar deal yesterday, when publisher Time Inc. agreed to make Entertainment Weekly and Essence editorial partners for Snapchat’s Discover platform.
For A+E, the move to produce originals for Snapchat puts it in the same boat as other programmers including NBCUniversal. Last year, NBCU announced a multi-year content and advertising partnership with Snapchat to create original series as well as Snapchat content complementing existing shows like "The Voice."
“NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content,” said Ron Lamprecht, executive vice president of Business Development and Digital Distribution at NBCUniversal, in a statement. “From entertainment to news and sports, NBCUniversal has an unparalleled lineup and Snapchat is the perfect partner to help us reach millions of fans where they are every day.”
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In December, Lamprecht was at the TV of Tomorrow conference in New York to talk about NBC’s recent efforts around digital with Snapchat. He said that monetization on the platform is still a challenge but that NBC is benefiting from its work with the ephemeral social media service so far.
“For now, there’s a huge opportunity in learning about programming for the platform,” Lamprecht said.