Deal Offers More Turner Content to Snapchatters Than Ever Before, Including Original, Exclusive Shows and New Bleacher Report Discover Channel in the U.S.
Global media company Turner and Snap, Inc. today announced a wide-ranging partnership that expands the collaboration between the two companies by bringing new brands to Snapchat’s Discover platform, extending live coverage of Turner’s premium sports events, and working with several Turner brands to develop Snapchat shows. The deal encompasses content, distribution and advertising centered around Turner’s leading portfolio of networks, programming, events and brands.
“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.”
"Millions of Snapchatters value the authoritative and credible reporting by CNN and Bleacher Report every day and we are excited about offering more frequent news updates and expanding Bleacher Report's Discover coverage to the U.S.," said Nick Bell, VP of Content for Snap. “We’re also thrilled to be building on two years of our Live Story coverage of March Madness with expanded sports content.”
As part of this deal, Turner will work with Snap to develop original shows from its buzzworthy series and brands such as TBS, Adult Swim, truTV, Great Big Story and Super Deluxe. Turner’s portfolio, which reaches more than 75% of millennials each month, will create and produce original content from its popular franchises and networks specifically for Snapchat’s mobile-first audience.
Turner’s Bleacher Report, the industry-leading digital sports brand for the millennial generation, will launch a Discover Channel in the U.S., comprised of videos, images, animations and graphics covering the top stories in sports each day. The new Bleacher Report channel builds off its existing portfolio of popular international Discover Channels and launches on Jan. 4, 2017. It will join the already successful CNN Discover Channel, which will expand its offering to feature more daily content than ever before, including in-depth, global news stories hand-curated for the Snapchat community.
The agreement continues to leverage Snapchat’s immersive Live Stories with expanded coverage of Turner’s premium sports content, including the NCAA Division I Men’s Basketball Championship and the PGA Championship. The exclusive access around these premium sports properties brings Snapchatters closer to the action with behind-the-scenes coverage, videos and photos from on-site correspondents.
Turner and Snapchat will collaborate on advertising sales, developing exclusive and immersive ad experiences that provide brands the space to connect with millennials in a dynamic mobile environment within original shows and Live Stories. The two companies will also provide sponsors with creative advertising opportunities on the Discover Channels, offering brands a full-screen, creative canvas for mobile storytelling.
Turner's expanded partnership with Snapchat is the latest in a growing list of recent moves by the company in the digital sphere. Turner's focus on the digital arena aligns strategically with the company's efforts to draw younger audiences to its leading portfolio through multi¬platform content, driven by such brands as Adult Swim, TBS, truTV, Bleacher Report and more. The company engages the entire range of adult and kid viewers through its more than 15,000 hours of premium original content each year, domestically reaching an average of nearly 80% of adults 18+, including 73% of millennials each month. A powerhouse in social media, Turner boasts a loyal following of 694 million followers across Facebook, Instagram, Twitter and Vine.
Turner, a Time Warner company, creates and programs branded news, entertainment, sports, animation and young adult multi-platform content for consumers around the world. Turner brands and businesses include CNN/U.S., HLN, CNN International and CNN.com, TBS, TNT, TCM, truTV, Cartoon Network, Boomerang, Adult Swim, Turner Sports, Bleacher Report, iStreamPlanet, FilmStruck and ELEAGUE.