TV And Media Innovation Blog
Phone Swap, a dating format from Elisabeth Murdoch’s Vertical Networks, is the first Snapchat show to air on broadcast TV, following a deal with Fox Television. The deal follows a successful debut for the series on Snapchat’s Discover section, which hosts content from major media partners. In its first season, Phone Swap attracted an average of 10m viewers per episode.
US TV network NBC has run a successful Snapchat ad campaign for its Hairspray TV musical. Data gathered from a viewer survey shows the campaign led to a 122% increase in viewing by respondents. This success indicates Snapchat’s potential for tapping revenue from TV marketing budgets.
A leading Snapchat content provider is publicly supporting the company in the face of advertiser criticism. Food video network Tastemade is acclaiming Snapchat for delivering viewers on an international basis.
The BBC is premiering a made-for-Snapchat show to promote the launch of its flagship nature documentary series Planet Earth II on broadcast television in the USA and Canada. It aims to use Snapchat to drive tune-in for TV viewing, particularly from Snapchat’s Millennial users.
German public service broadcaster RBB (Rundfunk Berlin-Brandenburg) has embraced Snapchat to launch a news service targeting 14 to 18 year-olds. The service, Hochkant (“vertical”), aims to reach teens who typically do not watch much television news or have news apps installed on their smartphones.
Franco-German arts broadcaster Arte is running an intriguing experiment on the practical applications of chatbots for television, with a prototype bot which gives viewers programme recommendations.
First view of the unique circular video format shot by Snapchat Spectacles, which can be output as Snapchat native vertical video and also as horizontal video, for online.
Snapchat is successfully pioneering the integration of media and social in a mobile platform. Forward-thinking media owners are using it to seize crucial opportunities in shaping the future of media.
MTV International is launching a slate of original shows exclusively on Snapchat, before they can be seen on television. The youth broadcaster is embarking on a radical Snapchat-first Social TV strategy to engage viewers on mobile.