Canada's CBC News Service Launches on Snapchat
The public broadcaster is chasing younger Canadians with mobile news and video content delivered five times weekly to the Discover platform.
Canada's public broadcaster is breaking into Snapchat with its cable news network.
The CBC will deliver its CBC News service on the Snapchat Discover platform, which publishes editorial and video content from its media partners. Five times per week, Snapchat users will get access to CBC News editions created exclusively for the social platform, with the up-to-date news reporting offering two to three news segments filled with motion graphics and video.
The goal is allowing the CBC, which has struck a revenue share deal with Snap, to pursue younger Canadians with mobile, shortform content as they risk becoming cord-cutters or cord-nevers. Snapchat currently has over 10 million users in Canada.
"Canadians are served with more information from more sources than ever before in today’s digital landscape, and we continue to look for new ways to share our trusted news with younger audiences,” said Jennifer McGuire, general manager and editor in chief at CBC News, in a statement.
How the homegrown newscasts on Snapchat will be received will also offer a measure of just how much — or how little — younger Canadians have left traditional TV behind as they look to their smartphones for the latest news. Later this year, the CBC will also launch weekly culture and entertainment editions on the Snapchat Discover platform.
The Canadian broadcaster is following other Snapchat-produced news shows on Discover from NBC News, CNN and The New York Times. Unlike most personal Snapchat posts, CBC News content will not expire after 24 hours.
Previously aired editions will be available for catch-up viewing using Snapchat's Search feature.