Financial terms were not disclosed.
Snap, which is preparing for next year's initial public
offering, has signed a variety of advertising and content
agreements this year with Viacom, Comcast’s NBCUniversal and
Time Warner Inc’s Turner Broadcasting System Inc.
Media companies such as Disney partner with Snapchat in an
effort to reach the type of younger viewers the social media
company targets, which increasingly eschew traditional
television. The two had previously worked together for a special
Live Stories, a Snapchat feature that curates user-submitted
photos and videos tied to a specific event, around ABC’s
broadcast of the Academy Awards in February.
Unlike in Snapchat's other deals with media companies, where any
ad sales responsibilities would be shared across both companies,
Disney will control and sell all advertising for the shows it
produces for Snapchat.
The agreement with the Disney-ABC Television Group, which
includes the ABC broadcast network and cable channel Freeform,
begins in January with a series around ABC’s popular “The
Bachelor” franchise. The recap series, “Watch Party: The
Bachelor” will debut Jan. 3, a day after the ABC show begins its
Future shows based on other Disney-ABC properties will roll out
on Snapchat later.
“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,” Disney-ABC Television executive John Frelinghuysen said
in a statement.
(Reporting by Tim Baysinger; Editing by Bill Trott)
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