Time Warner will invest $100 million in original programming on Snapchat over the next two years, according to The Hollywood Reporter.
The deal will include up to 10 “made-for-Snapchat” shows each year, spanning multiple genres and potentially including other Time Warner networks and properties (think Superman or Wonder Woman). As part of the deal, Snapchat will promote the content and Time Warner subsidiaries like HBO, TBS, and CNN.
“As a company that has driven the evolution of media, this is an exciting and natural move as we bring together some of our leading video properties and brands with Snapchat’s dynamic platform,” said Gary Ginsberg, EVP of Corporate Marketing and Communications for Time Warner. “Partnering with Snap will help drive this compelling new format, exposing its user base to innovative and engaging video from brands and characters they trust and enjoy.”
The investment is a bold move from Time Warner, considering the ever-increasing competition from Instagram and other vertical video-focused services. Still, many other traditional media companies have partnered with the ephemeral messaging platform, including deals with shows on NBC, ABC, and Vice.
“Time Warner and their brands have long been pioneers of what incredible, premium content looks like, and we’re thrilled that innovators across their expansive network will begin producing shows for Snapchat,” said Nick Bell, CCO at Snap. “This partnership is another exciting step as we continue to branch out into new genres, including scripted dramas, comedies, daily news shows, documentaries and beyond.”
Made-for-Snapchat shows are filmed entirely in vertical format, and typically last between three and five minutes.
“We’re confident this partnership will help drive larger audiences to our shows and to the new direct-to-consumer platforms we continue to roll out,” Ginsberg said.