Snapchat, the self-destructing messenger app, has officially put a lid on its ambition to challenge content publishers such as YouTube, Netflix and Amazon. This came after reports that the company will not resurrect the fledgling Snap Channel, which offered short-form original content programming.
Snap Channel was first taken off air in the latter part of September with Snapchat explaining the move as part of a revamp. The company, however, decided to scrap the project for good with the departure of Marcus Wiley, the Fox executive who was recruited to head SnapChat's original content unit via its Discover platform five months ago, according to The Hollywood Reporter. Many believe that this is because the initiative was not able to attract as much of an audience as was expected.
"Given that we are winding down the Snap Channel, it's natural that Marcus would want to explore other options. He is a tremendous talent and we wish him well," a SnapChat representative said in the report.
It is also rumored that the bulk of the staff that run the channel will also depart, according to Digital Trends.
The abrupt decision came as a surprise to industry observers, especially when the Snap Channel team recently relocated to a 12,000-square-foot studio purportedly to better able to produce in-house content, reported The Verge.
SnapChat has around 100 million users, and the Discovery platform was meant to give them something to watch. Users are now only left with content from its partners such as BuzzFeed, Comedy Central and ESPN.
