It’s been a busy week for Scripps Networks Interactive. On Wednesday, Hulu announced at its Upfront that Scripps channels would be added its now-launched live TV service. On the same day, Scripps bought Spoon University, a website with four million monthly visits that offers recipes, cooking ideas and culinary news.
Now, the media company is partnering with Snap Inc. to bring millennial and Generation Z viewers exclusive new shows from its largest networks, HGTV and Food Network. The shows, not yet in production, will air on Snapchat’s Discover platform.
While HGTV shows are a new addition to the Discover platform, Food Network has been producing shows for Discover for the past two years. The extended deal will bring new shows, most of which feature social influencers. Skyler Bouchard, a contributor to Spoon University, will host a show about food entrepreneurs, several New York-based influencers will have a food treasure hunt show, Aussie influencer Li-Chi Pan will show off "Down Under Delights" and Vickie Liu, who has 278,000 followers on Instagram, will share her food creations.
"HGTV and Food Network are masters of addictive and inventive TV, and it makes perfect sense to bring that programming expertise to Snapchat Shows," said Nick Bell, VP of content at Snap Inc. in a statement. "Scripps has been an important partner for us since our launch of Discover, and we’re thrilled that Snapchatters will soon have access to more entertaining content from some of their most popular networks."
Henry Ahn, president of content distribution and marketing at Scripps Networks, said the relationship will aid in connecting with new audiences. "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," he said.
Snap Inc. also has content deals with A+E Networks, Viacom, Vice Media, Discovery Communications, BBC Worldwide, Turner, Disney-ABC Television Group and NBCUniversal. A Nielsen study, commissioned by Snap Inc., found that Snapchat’s Discover partners saw a 16 percent increase in average monthly reach of their TV audiences.