Snapchat can now add network television to its growing list of potential competitors.
The ephemeral messaging service and A+E have inked a deal to develop shows for Snapchat’s Discover platform, starting with an unscripted show that is not based on an existing television brand or franchise.
The series, called Second Chance, will premiere on Snapchat in April with eight weekly episodes that are available to users in the U.S., U.K., Canada and Australia. Produced by A+E Networks’ “digital storytelling hub” 45th & Dean, the series is a reality show that brings exes together to seek closure.
Going forward, A+E will develop other shows from both existing brands from its networks, such as A&E, Lifetime, History and FYI, in addition to other new concepts.
This follows previous content produced for Snapchat based on existing shows, such as ABC’s The Bachelor, NBC’s The Voice, Fallon and E!’s The Rundown and ESPN’s Game Day. Snap is also working on other scripted and unscripted series with networks such as NBC, Turner and ABC.
“A+E’s investment in mobile storytelling is exactly what Snapchat Shows are all about: The ability to create premium and wholly original content for a mobile-first audience from some of the best storytellers in the world,” said Snap vice president of content Nick Bell. “We are excited to break new ground with A+E Networks on our first unscripted series, with a concept that we think is raw and relatable.”
Snapchat rival Facebook has also been pushing video — both video ads and content — on its platform, with Facebook Live debuting on Facebook in April, followed by Instagram Live coming to Instagram Stories in November.
Snapchat is looking to attract more advertising as it gears up for its initial public offering this spring with the New York Stock Exchange.
Snapchat makes its money from advertising and has been working to establish longer-term advertising commitments from brands and grow its user base. Still, most advertisers do not have long-term advertising commitments with Snapchat. The company’s revenues were $404.5 million last year, up from $58.7 million in 2015.