Tech & Sci
16:26, 18-Oct-2017
NBC incorporates Snapchat-specific shows to save traditional media
["china"]
Share
Copied
US media conglomerate NBCUniversal is going to partner with Snap Inc. for scripted programs to be broadcast on the Snapchat platform, one of the most popular social media apps among younger millennials in the US.
Independent production company, The Duplass Brothers, known for its HBO series Room 104 and Animals, will be the first to produce output for the joint venture.
"We're super psyched to partner with Snap and NBCUniversal," Mark Duplass, co-founder of The Duplass Brothers, said in a statement. "For us, shooting in that vertical mobile format is a terrifying and thrilling creative challenge. "
According to NBCUniversal, the program will be vertically oriented, as opposed to horizontal of traditional TV and movies, to fit the interface of Snapchat. The specially produced programs will integrate video, sounds and graphics, blending traditional TV with digital media elements.
US independent filmmaker, The Duplass Brothers, known for its HBO series Room 104 and Animals, will be the first to enlist the collaboration of NBCUniversal and Snapchat.
US independent filmmaker, The Duplass Brothers, known for its HBO series Room 104 and Animals, will be the first to enlist the collaboration of NBCUniversal and Snapchat.
NBCUniversal was the first network to team up with Snapchat in 2015 when the app launched Discover, a daily feed comprising unscripted programs from major US media outlets. In July this year, the company launched Snapchat's first daily news show, NBC News' Stay Tunes.
Snapchat to save traditional TV
Many technology companies are transforming their social media platforms into "show business" platforms with original content. Facebook for example has announced it will launch a Watch tab.
Snapchat, on the other hand, seems to be more into partnerships with traditional television companies.
The social media giant has signed original show deals with not only NBCUniversal, but many other traditional networks including Discovery, BBC, ABC, ESPN, and more.
It is hard to say if Snapchat chose to go down the aisle with the old-school media outlets, but the latter definitely chased after the innovative media platform due to its popularity among young people.
Marketing Charts Graphic
Marketing Charts Graphic
According to Nielsen Data, the average traditional TV viewing time among 18-24 years old people has kept declining since Q1 2011 to 14 hours and 31 minutes in Q1 2017, down by almost 12 hours per week.
Snapchat happens to be where to get the attention of that exact age group.
According to comScore , Snapchat struggled to make the top 8 list among people over 35 years old, but ranks number three on the top apps among 18-24-year-olds.
NBCUniversal has seen the rise of digital media and decided to investment heavily in this field.
Following a slew of investments in digital media this year including 400 million US dollars in Buzzfeed and 200 million in Vox, NBCUniversal invested 500 million US dollars in Snap Inc. during its IPO in March.
Neither NBCUniversal nor Snapchat has disclosed the amount that they are investing in the current venture.