The number of media companies who are not creating original content for Snapchat continues to dwindle.
This morning, Scripps Networks Interactive said that it has partnered with Snap Inc. to develop and produce new shows from its biggest networks, HGTV and Food Network, which will air exclusively on Snapchat’s Discover platform. Scripps hopes the move will drive Snapchat’s millennial users to its linear networks.
Scripps and Snap Inc. first teamed up in 2015, when Food Network was one of the first publishers for the launch of Discover. Under the new deal, Food Network will continue curating and evolving its Food Network Discover content.
“Snapchat’s distinctive mobile platform provides an ideal environment for us to touch millennials and centennials who may not yet be hooked on our premium offerings. We’re finding more and more new fans among the hard-to-reach mobile natives,” said Henry Ahn, Scripps Networks’ president of content distribution and marketing, in a statement.
Added Kathleen Finch, chief programming, content and brand officer for Scripps, in a statement, “not only does this bridge our television brands to digital, it allows us to create entirely unique content tailored for the next generation of food and home enthusiasts.”
It’s been a fruitful week for Scripps and its efforts to drive millennials to its networks: On Wednesday, the company announced that it would join Hulu’s new live TV streaming service, which has launched in beta form. Also on Wednesday, it acquired digital food media company Spoon University, which is aimed at millennials.
Over the past year, Snap has partnered with almost all major media companies to create exclusive, original content—usually between four and five minutes and shot vertically for the platform—for Snapchat.