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, Jan. 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 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 who 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, 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.
* Pop Launches on January 14 with New Kids on the Block