Snapchat ramps up original programming thanks to expanded Turner deal

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Snapchat parent company Snap is expanding its partnership with Turner Broadcasting Inc. to bring even more original programming to its app.

Alongside a number of Snapchat-exclusive shows based on its existing brands, Turner is also increasing its sports coverage via the app’s Live Stories feature, and ramping up its advertising.

As part of the deal, Turner is working with Snap to develop original shows from its series and brands, including TBS, Adult Swim, truTV, Great Big Story, and Super Deluxe. Earlier this week, it came to light that Snap is seeking more personnel to create and pitch original programming. The company already boasts a similar content deal with NBC, spanning exclusive footage from shows such as The Voice and The Tonight Show with Jimmy Fallon.

Having provided Live Story coverage of March Madness over the previous two years, Turner is expanding its sports content to include the NCAA Division Men’s Basketball Championship, and the PGA Championship.

The partnership will also see Turner bring its Bleacher Report Discover channel to Snapchat in the United States. Additionally, it is adding even more daily content to its CNN channel on the app.

“This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience,” said David Levy, president of Turner. “Snapchat is a powerful outlet to directly connect with the millennial generation and perfectly aligns with our portfolio-wide strategy to engage with audiences at every touch point.”

Turner and Snapchat have also agreed to collaborate on ad sales, allowing brands to promote their products within the broadcaster’s content in “exclusive and immersive” ways. These could include preroll ads for Turner’s Live Stories, and sponsorship of its Discover channels.

Turner claims its original content domestically reaches an average of nearly 80 percent of adults aged 18 and over, and 73 percent of millennials, each month.

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