CNN is the latest traditional broadcaster to move into daily programming on Snapchat’s Discover platform, announcing that it will begin streaming a news slot called The Update within the app’s walls.
The Update premiered on Monday (22 August), and will show at 6pm ET every day. Each episode will feature at least five of the top news stories from the past 24 hours, and feature curated reporting from anchors, correspondents and reporters from around the world.
The move comes on the back of a similar play from NBC, which launched a twice-daily show on Discover last month. The network’s Stay Tuned programme has attracted 29 million unique viewers in the first month according to NBC, of which 60% were under 25.
CNN’s show will focus on hard news, generating revenue through vertical video ads – or Snap ads – however TechCrunch claims that both companies have declined to state the revenue spilt. The Update will take on a split-screen format, getting over the obstacle presented by Snap’s vertical positioning by showing different videos and photos on top of one another, as well as larger text graphics for headlines.
This daily news show will replace CNN’s existing magazine-style Snapchat Discover story.
CNN was one of the early launch partners for Snapchat Discover, and with Neilsen data indicating that Snapchat reaches nine-times more 18 to 34-year-olds on the US everyday than the top 15 TV networks, it is little wonder it wants to experiment with different ways to disseminate news on the platform.
Samantha Barry, CNN’s executive producer for social and emerging Media, said: "In today’s news environment, people are hungry for news and they want a quick update of where things are at within one tap of their phone. So, we're serving that up, speaking their language and delivering it in beautiful, vertical, mobile friendly video."
Earlier this year Snap signed a content deal worth an estimated $100m with the owner of CNN's' parent company Turner, Time Warner.
Snapchat isn't the only platform publishers and broadcasters are investing daily resources into, last week BuzzFeed inked a contact with Twitter to live stream a breakfast show.