Snap is releasing a dozen original shows
LOSANGELES: Snap Inc. will release a dozen original series on its mobile app, betting that a new entertainment lineup can maintain its grip on teenage users and provide an edge over Facebook Inc.’s Instagram.
The programming slate, announced Wednesday, marks Snap’s biggest push into funding and producing its own content. The idea is to keep users on the Snapchat app for longer periods of time—and sell advertising to companies looking to reach a youthful audience. The rollout includes “Endless Summer,” a docuseries about social-media influencers in Laguna Beach, California, and “Class of Lies,” a scripted show about college roommates coping with the disappearance of their best friend.
The move builds on Snap’s first foray into original programming in 2016, when it launched “Good Luck America.’’ That show, hosted by former CNN correspondent Peter Hamby, explored US politics ahead of the presidential election.
Since then, Snap has released more than 60 original series through partnerships with other media companies.
Comcast Corp.’s NBC produces a daily news show “Stay Tuned,’’ while Walt Disney Co.’s ESPN has a daily edition of its highlights program “Sportscenter.’’ The ESPN show attracts more than 2 million viewers a day and 17 million viewers a month. Original programming “has been a huge success for us,’’ said Sean Mills, the Snap executive who oversees the project.
Snap is working with a number of producers on the shows, which will begin launching this week. The air date of some programs is still being determined.
Snap said the episodes will be fast-paced for mobile viewing and as short as five minutes long, with each show having a profile page where viewers can easily find each episode.