Yet another big media company is teaming up with Snapchat in a bid to reach millennials.
This time, it's Disney-ABC Television Group, which is partnering with Snap Inc. to produce original series for the platform. The first show out out of the gate is Watch Party: The Bachelor, which debuts Tuesday, Jan. 3, the morning after The Bachelor's 21st season premiere on ABC.
Watch Party will feature a rotating group of celebs, comedians, Bachelor superfans and past Bachelor and Bachelorette personalities as they watch and joke about the most recent Bachelor episode. The weekly Snapchat series, which will debut every Tuesday morning, will consist of 10 original episodes and one Live Story.
Several other shows based on DATG properties will roll out on Snapchat in the coming months.
As part of the deal, DATG will control and sell all of the advertising inventory for its Snapchat content.
The companies have a multiyear agreement for Academy Awards Live Story content, but this is the first time the companies are working on an original series together.
"We look forward to working together with Snapchat to not only reach Bachelor fans in an entirely new way, but to also provide our advertising partners with even more opportunities," John Frelinghuysen, evp of digital media, strategy and business development at Disney-ABC Television Group, said in a statement.
"Disney-ABC has rewritten the rules for how to develop daring, fun and adventurous series for TV, mastering formats ranging from scripted to reality and drama to comedy," said Nick Bell, vp of content for Snap Inc., in a statement. "They will be a vital partner as we continue to expand our lineup of shows on Discover, and we're excited to kick off 2017 by bringing one of their most beloved brands to Snapchat."
In the past year, media companies have flocked to Snapchat in an effort to reach millennials while enhancing their own multiplatform strategies. Two weeks ago, Turner and Snapchat expanded their deal and will develop new Snapchat shows from Turner brands, and bring a Bleacher Report Discover Channel to U.S. users.