At the annual international television marketplace Mipcom in Cannes (October 16-19), traditional broadcasters sealed partnerships with social platforms to diversify distribution. "Major groups are embracing change and taking a long-term approach by investing heavily in new content destined for all devices," said Laurine Garaude from Mipcom's event organiser Reed Midem.
Alongside deals that will see original NBC content and Olympic Winter Games footage headed to Snapchat, Facebook made waves by scooping up the American remake of Norwegian teen drama Skam (see Pop Culture Round-Up: January 2017) for its new video platform Watch. Skam's original creator, Julie Andem, will work alongside American Idol founder Simon Fuller's firm XIX Entertainment to recreate her show for English-speaking audiences.
The original version of Skam is distributed in real-time clips shared throughout the week on Norwegian broadcaster NRK's homepage and its characters' social media accounts. At the end of the week, the content is packaged into one episode for TV. With a weekly audience of 1.26 million, the social-media-native show draws in a quarter of Norway's population.
Facebook's purchase of the show's remake will help it compete for consumer attention against Netflix's $8bn original content budget in 2018. "What's compelling about Facebook is the opportunity to reach a two-billion-person audience," said Facebook's head of creative strategy Ricky Van Veen. To feed the two billion, Watch already has almost 1,000 shows in its library.
For more on social media's video content boom, see Capturing Cord-Cutters: Advertising Week New York 2017 and Reimagining Human Connectivity: Social Media Week London 2017. To stay up to date with emerging hit formats, follow our monthly Pop Culture Round-Ups.