Viacom agrees to deliver a new slate of shows to Snapchat
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Viacom says it has renewed the Snapchat versions of “Girl Code” and “Cribs,” a pair of MTV shows tweaked for the Snapchat audience, and is introducing an original program for the platform called “Promposal,” about high-schoolers setting up elaborate prom date proposals. The shows are part of a broader committment by Viacom to produce new Snapchat content for company brands also including BET and Comedy Central.
Viacom declined to elaborate on the announcement, but it suggests that at least one media partner likes the return on the significant investment of time and money it takes to make even short-form programming for Snapchat. Not every company has been able to say the same: Last December, CNN abandoned its daily Snapchat show “The Update.”
Snapchat has struck deals with a number of publishers and media companies to create a video service that’s somewhat like cable TV for mobile apps, sharing the resulting ad revenue. There are channels curated by the publishers, which typically post fresh content every day; there is the Shows format, which is episodic just like TV; and there are Snapchat Stories, which are video montages from media companies around special eventsthe MTV Awards, for example.
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