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Turner Taps Snap, Inc. To Make Mobile Magic

What does original TV look like on Snapchat?

Well, we’re about to find out now that Turner has tapped Snap, Inc. to help develop shows for the social platform.  

Expanding on an existing partnership, the new pact encompasses content, distribution and advertising centered around Turner’s various networks, programming, events and brands. “Snapchat is a powerful outlet to directly connect with the millennial generation,” David Levy, president of Turner, states.

At least according to Snap execs, Snapchat users are fine with a little mainstream content. “Snapchatters value the authoritative and credible reporting by CNN and Bleacher Report,” stated Nick Bell, VP of Content for Snap.

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As part of this deal, Turner will work with Snap to develop original shows from TBS, Adult Swim, truTV, Great Big Story and Super Deluxe.

Turner’s portfolio is expected to create and produce original content from its franchises and networks specifically for Snapchat’s mobile-first audience.

Turner’s Bleacher Report will launch a Discover Channel in the U.S., comprised of videos, images, animations and graphics covering the top stories in sports each day. Expected to debut on Jan. 4, the new Bleacher Report channel will build off its existing portfolio of international Discover Channels.

It will join the CNN Discover Channel, which, as part of the new deal, 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 will further leverage Snapchat’s Live Stories with expanded coverage of Turner’s sports content, including the NCAA Division I Men’s Basketball Championship and the PGA Championship.

As for ad sales, Turner and Snapchat plan to co-develop immersive experiences that should help brands connect with millennials in a mobile environment.

The partners also plan to provide sponsors with creative ad opportunities on the Discover Channels, offering brands a full-screen, creative canvas for mobile storytelling.

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