What to Expect From Viacom and Snapchat’s Expanded Partnership

Including new programming for the social platform from MTV

Viacom and Snap, Inc. are expanding their partnership. Sources: Viacom, Snap Inc
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Viacom and Snapchat, Inc. are expanding their partnership, the companies announced today.

Viacom will create and develop new shows and more Our Stories from MTV, BET and Comedy Central to appear on Snapchat’s Discover page.

“We’re really starting to see the separation of ages by platform,” MTV president Chris McCarthy said. “We’re focused on how do we capture the most viewers in the platforms that they’re on? We’re going to be leaning way heavier into [ages] 12-17 in digital/social.”

Over the past two years, Snap has teamed with ESPN, Scripps Networks Interactive, Discovery Communications, CBS Interactive, Vice Media, A+E Networks, BBC Worldwide, Turner, Disney-ABC Television Group, Viacom and NBCUniversal to create original Snapchat content.

The partnership will bring back MTV’s Girl Code and Cribs series. MTV will also debut a new show, Promposal, that will showcase the extreme, sometimes outlandish ways teens ask each other to the big dance.

Viacom will also produce more Our Stories surrounding events including the Kids’ Choice Awards, the VMAs, the MTV TV & Movie Awards and associated red carpet events. Viacom will also continue to produce three daily MTV channels in the U.S. and France as well as an international edition.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.