Pop to Become First Television Network to Launch Its Website on Tumblr, Bringing Together Two Fan Fueled Brands
November 24 2014 - 9:00AM
Business Wire
Tumblr’s Highly Engaged Fan Community and
Socially Savvy Users to Complement Pop’s Brand of Celebrating
Fandom and What’s Popping in Fan Culture
poptv.com to Launch on January 14, 2015
Pop (currently known as TVGN), a network celebrating the fun of
being a fan, will become the first television network to develop
and launch its primary digital voice with its web destination on
Tumblr, the social platform driven by a highly engaged fan
community with more than 150 million monthly unique users in the
U.S.
Pop’s new site—poptv.com—will go live on Wednesday, January 14,
2015 to coincide with Pop’s on-air launch of the new network. The
website will reflect Pop’s brand and new original programming,
serving as the network’s official online destination and creating
shareable content on the things popping in fan culture. poptv.com
will fuse the sharing features available through Tumblr platforms
with the traditional website assets, ensuring that television
network site staples, such as channel finders and programming
schedules, are blended with shareable GIFs, memes, user generated
content such as fan art and more.
“Pop’s target audience are modern grown-ups with a fan-at-heart
sensibility who are inherently social and want to soak up more out
of the entertainment experiences they’re hooked on,” said Brad
Schwartz, President, Entertainment and Media, Pop. “We know that
this audience is highly engaged when expressing their fandom and
sharing their passions with other fans—and we know they are doing
that on Tumblr. Working with Tumblr to launch a digital destination
for Pop is a perfect opportunity for our target audience to
discover, enjoy and share the fan-fueled content launching on our
network in the New Year.”
"Our collaboration with Pop is a perfect way
to connect television fans on Tumblr directly to
both the network and the shows,” said Sima Sistani, head
of media at Tumblr. “The future of television marketing
is all about engaging with your fan community 24/7, not just during
the broadcast window. Pop is positioning itself to lead that
evolution with an always-on strategy through Tumblr, a
distinctive online destination that is instantly social."
Driven by its communities of fans, Tumblr will provide Pop with
a built-in audience where socially powered content can be
discovered and amplified through the Tumblr network and syndicated
across all social networks. Tumblr is #1 in time spent among all
top social platforms with more than 200 million blogs and 90
million posts per day, including 94% of which are re-blogs.
Tumblr’s users are passionate entertainment fans with 48% of users
creating content inspired by TV shows and movies, providing a
well-targeted platform for Pop to introduce its brand online.
ABOUT POP
Fans don’t sit at the outskirts of pop culture making snarky
comments, they live right smack in the middle of it, sharing,
creating, and connecting their passions with others. At Pop, fans
finally have a destination that celebrates the fun of being a fan.
Fans aren’t even fans anymore – they’re Gladiators, Tributes, Human
Beings and Blockheads. Launching in 2015, Pop will give fans a
dedicated channel that loves being a fan as much as they do. A
channel that respects talent over celebrity. A channel filled with
optimism, passion, funny and excitement. A channel that understands
the fun doesn’t stop when the credits roll…it’s really just the
beginning.
Pop is a joint venture of CBS Corporation (NYSE: CBS.A and CBS)
and Lionsgate (NYSE: LGF). The partnership combines CBS’s
programming, production and marketing assets with Lionsgate’s
resources in motion pictures, television and digitally delivered
content. Pop’s ownership structure is comprised of the company with
the #1 broadcast network and many of the top first-run syndication
series (“Entertainment Tonight,” “The Insider”) and the studio that
produces and distributes the blockbuster “Hunger Games,” “Twilight”
and “Divergent” franchises and produces such award-winning TV
series as “Mad Men” and “Orange is the New Black.”
PopLeslie Furuta, 323-856-4062leslie.furuta@tvgn.tv
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