By Evan DeSimone
Snapchat pulled the Snap channel from its Discover lineup in last September, promising a revamped relaunch headed by Marcus Wiley and his content team. According to reports, that plan has been scrapped due to cost and feasibility. Instead of a relaunch Snapchat, has opted to pull all of its original programming efforts, leading to the departure of Wiley and several additional employees and the reassignment of others.
The ephemeral video and photo app has been working to transform from a messaging service into a media outlet. The effort is spearheaded by its Discover feature, which provides media outlets with their own dedicated content channels on the app, including such high profile partners as Buzzfeed, ESPN, The Daily Mail, Cosmopolitan, Comedy Central, CNN, People, National Geographic, Vice, Mashable and IGN.
Launched back in January as part of the first round roll-out of Discover channels, the Snap channel was Snapchat’s dedicated content conduit delivering original video and photo content from its in-house creative team, as well as a handful of original series commissioned from outside creators. The most buzzed about of these orginals was “Literally Can’t Even” from Sasha Spielberg and Emily Goldwyn — the daughters of director Steven Spielberg and third generation film producer John Goldwyn, respectively — a digital micro-comedy that debuted to largely negative reviews. A second original, chat show “Pillow Talk” hosted by Poppy Jamie, also failed to make significant waves.