Snap and Disney ABC Television Group (DATG) announced they will partner up to create original episodic shows for Snapchat Discover. The first of these original shows is an offshoot of ABC’s long-running reality show The Bachelor. The episodic series, named Watch Party: The Bachelor, will broadcast via its own Snapchat Discover channel. First in the Snapchat queue under the deal: a watch-party aftershow for ABC’s ‘The Bachelor’ to debut January 3 — the morning after the premiere of the 21st season of the reality-dating franchise, starring Nick Viall, a two-time runner-up on ‘The Bachelorette.’ Episodes of ‘Watch Party: The Bachelor’ are expected to run 3-5 minutes each and will be available for 24 hours on Snapchat. The series will appear in Snapchat Discover section, along with the season finale to be produced as a Snapchat Live Story.
There will be 10 original episodes and one Live story. Episodes will available on Snapchat every Tuesday morning following episodes of The Bachelor on ABC Monday nights. They’ll live for 24 hours on the Snapchat. For ABC, the deal with Snapchat — which claims to have more than 150 million daily users — is a straight-up play to reach younger audiences, which are increasingly tuning out TV. The network is angling to spur interest in shows like ‘The Bachelor’ as well as make money from ads sold against original content pumped into Snapchat’s video engine. In October, Disney CEO Bob Iger made it clear that his company was searching for new distribution channels, along with an emphasis on mobile video. Iger even spoke about ‘disaggregation’ of once popular shows, such as ESPN’s SportsCenter, due to the mobile tech. It turns out Snapchat was on those channels Disney was keen to tap into, and strategy (like NBC and Turner before it) could well be to spin off, or split up, productions relating to its current crop of TV shows.