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Sky embraces Snapchat with custom news and sports apps

Sky News and Sky Sports have become the first UK and Ireland specific channels to embrace Snapchat with the launch of customised apps for the messaging service.

Snapchat, Sky News, Sky Sports

These will be updated every afternoon with between five and ten stories written specifically for the platform, before promptly disappearing at the close of each 24 hour window.

They comprise part of the Snapchat Discover service which launched in January, incorporating content from 11 publishers including Vice, Daily Mail and National Geographic.

Hitherto Snapchat has presented itself as a medium, for relaying short lived messages between users but the new approach suggests a shift toward publishing content directly, a shift which could open up new advertising opportunities.

John McAndrew, director of news output for Sky News, commented: "Our partnership with Snapchat is very exciting. We can reach a whole new audience hungry for news in a concise and creative form on a platform they already enjoy.”

Popular with younger demographics the service allows people to access a Stories screen by simply swiping left from the home screen.