Much has been said of Snapchat's TV ambitions, and now the app has inked a deal with CBS to host an offshoot of James Corden's The Late Late Show.
The TV-style short-form series will be called James Corden’s Next James Corden and will be broadcast on Snapchat's Discover platform for publishers.
Along with the announcement, Snap has unveiled a slew of other exclusive media partnerships. First up, it is pairing up with NBC to develop the first daily news show for Snapchat, while Turner and Conan O’Brien’s Team Coco are developing the first animated scripted comedy Show for the platform. Lastly, Discover is to produce a new series "reimagining" Shark Week; the channel's niche annual, week-long TV programming block dedicated to toothy underwater predators.
Snap has already been working with a number of TV networks and entertainment studios like the BBC and MGM to create premium TV-like content either based on existing series like Planet Earth or standalone programming like its Second Chance show for A+E.
James Corden’s Next James Corden will take Corden from late night to the world of a fictional reality competition show to find a young up-and-comer to be his Late Late Show successor. CBS has made it clear that Corden isn't leaving his post anytime soon, but that "someday, years and years from now, he’ll have to hand over the reins to a new host, and he wants ample time to select and groom a worthy successor." The show will feature appearances from familiar faces like Reggie Watts.
Last year, Late Late Show executive producer Ben Winston told The Drum that the show's Carpool Karaoke segment was a "gateway drug to other content," hinting then that bigger things were in the pipeline for the show away from traditional media.
Speaking to Variety, Snap's head of content Nick Bell credited the Snapchat founder Evan Spiegel for not letting short-term market turbulence cloud long-term goals when it comes to turning the company's hand to TV.
The former News Corp executive said: "I’m really fortunate to be working with Evan on this. I think one of the things he’s made clear to everyone at the company over the past 18 months is we’re building a business for the long term. One of the key things for us is to stick to the game plan, and content is a huge part of what we’re doing."
By the end of the year, three Snapchat Shows will air on the platform each day - up from a current average of around one just now. According to Nielsen, Snapchat reaches nine-times more 18-34 year-olds in the US than the average top 15 TV networks on any given day, but there are still some marketers that remain unconvinced of the platform's plans to make the format its own.