Turner is targeting millennials with more original content on Snapchat.
The global media company said it has expanded its partnership with Snap Inc. to include the creation of original Snapchat shows, a Discover channel for Bleacher Report in the U.S. and more live sports coverage. The agreement also includes collaboration on advertising sales and content.
"This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience," said Davis Levy, president of Turner, in a press release. "Snapchat is a powerful outlet to directly connect with the millennial generation and perfectly aligns with our portfolio-wide strategy to engage with audiences at every touch point."
Turner’s original shows on Snapchat will come from a network portfolio that includes TBS, Adult Swim, truTV, Great Big Story and Super Deluxe. According to Turner, its brands have a combined following of 694 million people across Facebook, Twitter, Instagram and Vine.
The agreement also includes expanded coverage of sports content using Live Stories. In March, Turner signed a two-year deal with Snapchat to create live stories around sporting events that began with March Madness games. Now that coverage will be also include NCAA games and the PGA Championship.
Turner launched a Discover channel for Bleacher Report, its millennial focused sports site, in early 2015, but it was only available in the U.K., Canada, Europe, South America and Africa.
Snap first announced it would be adding TV content to its social app in August, when it partnered with NBC to develop Snapchat episodes of "The Voice," "Saturday Night Live," and "The Tonight Show With Jimmy Fallon."