The application has stopped producing programs for its Discover platform and dismissed most of the team that was in charge.
This is a project remained ephemeral. Snapchat decided to close “Snap Channel”, an internal channel to the application that broadcast content produced by the start-up itself, according to the website Deadline, specializing in the audiovisual industry. Launched in January, the chain has paused a few weeks ago. The decision would be final. Almost all people in charge of these programs were thanked. The company had hired a producer of Fox, Marcus Wiley, who contributed to numerous comedy series broadcast on the channel.
“Snap Channel” was integrated media platform Snapchat, called Discover. Every day, dozens of media produce information and exclusive entertainment content to the application. Discover the platform is important for start-ups and its CEO Evan Spiegel. It allows him to garner advertising revenue. According Snapchat, the 100 million daily users of the application are watching 4 billion videos every day.
“Snap Channel”, the company wanted to set an example for its partners for videos tailored to the young public. But these productions were not working, and Snapchat preferred to leave it to the professionals of the sector. Among them there are Vice, CNN, BuzzFeed, MTV or Cosmopolitan. They can sell advertisements on Snapchat which takes a commission.
Snapchat has abandoned its audiovisual production efforts for now and prefers to rely on its media partners. This week, Discover hosted Refinery29, a new media focus on fashion and beauty.
Snapchat however, continues to produce content of its own, with its “stories”. These stories are based on the users photos and videos to multiply on the platform in a dedicated area and separated from Discover. They may have a city to cover a football game or reveal the scenes of a political debate. The company hired a CNN journalist Policy in April to better cover the news
This strategy is more interesting for Snapchat:. The company is not in competition with its own partners, and these ” stories “are cheaper to produce than more elaborate and original content that appeared in” Snap Channel “. Snapchat will continue to try to monetize their growing audience: in 2015, the company expects to achieve $ 50 million in revenue.
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