Scripps Networks Interactive has expanded its partnership with Snap Inc. that will bring original home- and food-related programming to Snapchat’s Discover platform.
Under the new and expanded deal, SNI’s Food Network and HGTV will begin developing and producing original content that will broadcast exclusively on the Snapchat Discover platform.
In addition, Food Network will continue to curate its Publisher Stories for Discover, with new content featuring influencer Skyler Bouchard and millennial food entrepreneurs; and a pick-your-own-adventure food treasure hunt with New York-based influencers. New collaborators include Australian influencer Li-Chi Pan and digital star Vickie Liu.
The move marks an extended push on Scripps Networks behalf to drive Snapchat’s millennial users to its linear networks.
“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,” said Henry Ahn, Scripps Networks’ president of content distribution and marketing, in a statement. “We’re finding more and more new fans among the hard-to-reach mobile natives.”
“Our Scripps Lifestyle Studios content is really resonating on this platform, so we welcome this opportunity to further expand our mobile influence. 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,” added Kathleen Finch, chief programming, content and brand officer at Scripps Networks Interactive.
Scripps and Snap first connected in January 2015 when Food Network served as one of the first publishers for the launch of Discover. The culinary channel has since been creating Publisher Stories for the platform.
(Pictured: HGTV’s Fixer Upper)