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Snapchat to host Channel 4 programming for the next two years

Channel 4 on Snapchat

More than 1,000 episodes of Channel 4 programming is set to come to Snapchat Discover after the broacaster and social platform struck a two-year deal.

In an extension of last year’s partnership bringing more than 300 short-form edits of Channel 4 shows to Snapchat’s Discover platform, the new deal with Snap, creators of Snapchat, will bring a range of popular programming to the app.

The short-form content will be edited and delivered by Channel 4’s Leeds-based 4Studio team, which has been set up in the new national HQ to reinforce Leeds’ place as a centre of digital excellence.

Users will get the chance to see shows like SAS: Who Dares Wins, Ackley Bridge, and Snackmasters; more episodes of How Not To Be Racist, Tattoo Fixers and Teen First Dates; alongside 4Studios originals like How To Get Rich, Would You Rather and Trash to Cash.

The episodes on Snapchat Discover will be an average of five minutes long, and paced intentionally for mobile Channel 4 and Snapchat will share sales rights for the shows.

Alex Mahon, Channel 4 CEO, said: “Channel 4 has a unique brand strength with young people and we’re going further and faster than our competitors to ensure that we can reach them with UK-produced, public service content, such as Hollyoaks, on platforms like Snapchat where they’re spending more of their time.

“The renewal of our long term partnership with Snap is a brilliant example of this strategy. It’s delivered from our Leeds-based 4Studio team and supports the growth of our digital viewing and revenues.”

Snap SVP Content and Partnerships Ben Schwerin said: “Our renewed and expanded partnership with Channel 4 is a key part of our strategy to bring diverse and relevant content from world class media brands to our UK community. We’re excited to deepen our relationship, bring more of Channel 4 to Discover and continue to innovate together.”

The deal is intended to support the delivery of the Future4 strategy, prioritising digital growth over linear ratings, diversifying revenue streams and focusing on partnerships.

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