Agency founder launches SnackableTV network for brands targeting millennials

Kontented agency founders Kate Edwards and Shae Constantine have launched a new network called SnackableTV aimed at providing millennials with free access to short-form entertainment.


Created with the aim of fighting against ‘digital litter’, SnackableTV will create free, short-form entertainment for those aged between 13 and 30.

Kate Edwards, co-founder of SnackableTV, and founder and CEO of Kontented, told Mumbrella: “Curation has been oversold as a term, just like content was five to 10 years ago. It’s been totally oversold but what hasn’t happened is that there is really no curation in the short-form environment.”

SnackableTV will aim to provide a “safe space” for advertisers wanting to target millennials by using native content as a commercial tool and not littering the site with subscription, pre-rolls and pop-up ads.

It is not an initiative of the agency with series produced by many different production companies, including Kontented and independent producers.

Kate Edwards Kontended

Kate Edwards: We are making stuff that young people give a shit about

Edwards said: “The second phase is to go to markets and find brands to come on the native content journey with us, we have been and we will continue to be really honest with our audience in that we do need brands to fund our content, otherwise you don’t get anything.

“In order for that to happen we really need great, brave, sincere and worthy brands to come on the journey with us.”

When comparing the website with others already in the market, Edwards said: “There will be a lot of people that poo-hoo a launch of ‘yet another platform for people to go and find stuff’.

“What my mantra is, is that I’m trying to collect like-minded friends to actually co-create and create for our platform. We are a maker’s platform first and foremost; we’re finding an audience because we’ve found the makers.”

The network has partnered with the Sydney Festival to be its official youth and content broadcaster, as well as co-producing podcasts with Melbourne’s Sans Pants Radio.

“That strategic partnership is about promoting the really great use of platforms and events they have in exchange for really great content for our audience,” said Edwards.

SnackableTV will also collaborate with talent from the Australian Film Television and Radio School (AFTRS) to create a series of short films.

The website includes latest, trending and category tabs on the home page allowing browses to scroll through the latest episodes, or to select a tab from one of the following channels: style, film, gaming, podcast, culture and music.

“Edutainment is one of our key filters for Snackable because anyone can make digital litter, anyone can make content for content’s sake and then call it ‘music content’ or ‘film content’ or ‘whatever content’,” Edwards said.

“We’ve put this edutainment lens on it so it’s the ‘give a shit’ factor. We are making stuff that young people give a shit about.”

The website will introduce original series featuring names from the creative community, including: street artist Scott Marsh, music journalist Danny Clayton, celebrity fashion stylist Mikey Ayoubi, musicians The Jezabels and more.


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