For the third year in a row, Snapchat is providing official coverage of the Emmy Awards, and this time, the ephemeral messaging app is super-sizing its coverage. Variety has reported the news of an expanded deal between Snapchat and the Television Academy, through which the former entity will curate three different Stories that will be active before, during, and after the annual celebration.
Snapchat’s official Emmys Stories will go live on September 16 and will continue through the ceremony, which will take place the next day. One of the collections will feature on-set moments from nominated shows, a second will deliver updates from the red carpet, and a third will share images and videos from the show itself. Variety notes that Snapchat will cull content from the celebrities in attendance to fill its high-powered Stories. One of those celebrities will be Stephen Colbert (pictured above), who is serving as this year’s Emmy host.
Beyond its Stories, Snapchat will also create custom Geofilters and Lenses as part of its Emmys approach. Like all other Snapchat content, the clips included in the app’s coverage will disappear after 24 hours.
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“This is a new way to experience being there,” Snapchat VP of Partnership Ben Scherwin told Variety. “What percentage of people who watch awards shows will actually be there? It’s minuscule.”
The Emmys ceremony will begin at 8 pm ET on September 17. It will be broadcast by CBS.
