In its upfront pitch, three-year-old Pop is telling media buyers it's got more viewers and it knows more about them.
A joint venture of CBS and Lionsgate, Pop took over the cable position of the TV Guide Network and set out to serve what it calls Modern Grown-ups.
It's working, says Pop president Brad Schwartz, noting that Pop is one of a handful of networks whose viewership has increased in each of the past five years. We built this channel that's fun and familiar and every time you come to us, if you're part of the Modern Grown-up audience of people who came of age in the 80s and 90s, our channel should just feel really, really fun and optimistic.
Over the past few years, the rising ratings have translated into higher ad revenues. Kagan estimates that Pop's ad revenues rose to $66 million in 2017 from $63 million in 2016. Kagan forecast's Pop's ad revenues hitting $68 million in 2018.
For a young network, Pop says it will air 400 hours of original programming this year, enough to ensure it has at least on original on every month. Current shows include Schitt's Creek, Swedish Dicks and Clique. Flack, a series about a public relations expert living in London starring Anna Paquin, premiere in the first quarter of 2019.
At a time of peak TV, Schwartz says Pop's programming differentiates it from the channels it deems competitors. Unlike networks like E!, Bravo, Oxygen and VH1 programmed mainly with unscripted and non-fiction shows, Pop focuses on scripted programming featuring A-list talent either in front of or behind the camera.
And Pop's scripted programming isn't dark like much of what's on USA, FX or TNT. Pop viewers want content that's smart and light that connects and uplifts them, Schwartz says, featuring familiar faces and familiar formats, but seen through a fresh lens.
A big part of Pop's upfront presentation is a new study of 1,300 of its viewers it commissioned.
The study found that most of the Pop audience watched live TV every day, and say they're watching more live TV than last year. Two thirds are married or living with partners; two thirds own a home and almost half make $75,000 or more.
The study found three segments of Pop viewers.
First were these Mod Moms, says Schwartz. These are people that are the CEO of household. They make all the buying decisions for the household. For them their TV time is after dinner we're all going to sit around the TV and watch Modern Family. TV is what connects the family and bonds people together.
The second group, Modernists, feature the largest share of singles. They have the most disposable income and for them sitting down and watching TV is me time.
Modern Mates is the last group. They are the most ethnically diverse segment, Schwartz says. They enjoy being plugged in parents, they want to stay up on the latest pop culture trends and they spend money on things like travel and gadgets and devices. They like finding TV shows first so they can evangelize it to their friends.
Networks have been doing this sort of segmentation research for years. These days, using big data, networks are able to identify viewers who buy specific products and create more efficient campaigns for advertisers.
But Schwartz says it's difficult for a linear network to pinpoint and deliver those viewers. I think going out and doing this research shows our clients that we care. We want know who the audience is and better serve your positioning, he said.
Schwarz added that the research is being used internally by the network's programming, marketing and publicity departments.
As a small network with original programming, Pop is able to get the stars of its show to appear in branded content for advertising clients. The cast of Pop's Hot Date did an ad for Zillow in which the joke was that while it looked like the characters were looking at a dating app, they were actually viewing sexy real estate on Zillow's app. The cast of Schitt's Creek did branded content for Lysol.
Pop's original programming is available on the network's website and on-demand through cable operators. This year CBS interactive began selling ads in Pop programming on digital platforms using dynamically inserted advertising.
The network will also be launching an app called Pop Now in the next 90 days.
Here are the new shows coming to Pop:
Pilots:
Arranged: From the co-creator of the critically-acclaimed comedy Crazy Ex-Girlfriend, Aline Brosh McKenna, and series writer/producer Sono Patel, comes this timely and diverse romantic comedy about two best friends who end up in a marriage of convenience. . The project is from CBS Television Studios.
Florida Girls: From JAX Media and 3 Arts Entertainment Florida Girls, created by and starring Laura Chinn who also executive producer, is a distinctive series based on Chinn's life. The series is a bold comedy and an inside look at female friendship and poverty.
The Demons of Dorian Gunn: This supernatural comedy follows disgraced New York socialite Dorian Gunn, who discovers he's descended from a long line of demon hunters and is forced to abandon his life of leisure to protect humanity from monsters as they emerge from the gates of hell. It stars Jeffery Self, Chrissie Fit, H. Jon Benjamin, Lateefah Holder and Kyle Harris.
In Development:
Wrightful Heirs: A modern take on The Beverly Hillbillies meets Downton Abbey, this series centers on a street-smart single mom who inherits a British manor and moves her family from middle-class Ohio to a life of nobility in the U.K.
Best Intentions: From A+E Studios and Adam Herz, the writer of American Pie and two hit sequels, comes this half hour scripted comedy about the insecurities of a single father, his teenage son, and the all-too-smart women of their fumbl
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
25/04/2024
Sundance Institute Founder Robert Redford during a press conference at the 1996 ...
25/04/2024
alt= class=wp-image-12361 data-lazy-src=/wp-content/uploads/2024/04/NAB-booth-2024-960x540-1.jpg/> Set against a vibrant backdrop of innovation and collaboratio...
25/04/2024
alt= class=wp-image-12356 data-lazy-src=/wp-content/uploads/2024/04/NAB-mod-win-960x540-1.jpg/>NAB's Eric Trabb (right) awards SNS with two NAB Show Product...
25/04/2024
PHILADELPHIA Comcast beat earnings estimates in its Q1 2024 financial report, as streaming losses continued to decline and Peacock's paid subscribers spiked...
25/04/2024
SEATTLE The Seattle Kraken have inked new multi-year agreements with Tegna and Prime Video that will expand access to their games over broadcast stations and st...
25/04/2024
M2A Medias Matt Hughes asks, is it time for news broadcasting to shift to the cloud?
By Contributor
Published: April 25, 2024
M2A Media's Matt Hughes ...
25/04/2024
Cintel Scanner G3 HDR Restores Egypt's Cinema Treasures to Their Former Glo...
25/04/2024
Sinclair Broadcast Group said it named Kevin Coskren chief meteorologist at KTUL, its ABC affiliate in Tulsa, Oklahoma....
25/04/2024
The Business of TV News, a new one-day event featuring Martha Raddatz, Shannon Bream, Glenn Kirschner and other major figures in television news, happens at Hot...
25/04/2024
Conditions put on the proposed sale of WADL Detroit, to Mission Broadcasting have created a potential drama in the Motor City....
25/04/2024
TelevisaUnivision reported a $52 million loss in the first quarter, up from $3 m...
25/04/2024
Comcast reported flat first-quarter earnings as it reduced the red ink at Peacock but continued to lose video and broadband customers....
25/04/2024
Music-video network Vevo said it launched its app on Telly, the company offering consumers free dual-screen TVs in return for data about what they're watchi...
25/04/2024
Future Today said it has introduced a redesigned user interface for about half of its 300 streaming apps, including Fawesome, HappyKids and iFood.TV....
25/04/2024
The writer and director of a hit Czech series tell Robert Shepherd about their approach to portraying real-life Pakistani kidnappings on the small screen, while...
25/04/2024
Notorious DIT will work with the Liverpool Film Office to increase opportunities for regional talent
By Matthew Corrigan
Published: April 25, 2024
Notorio...
25/04/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
25/04/2024
Lightware Visual Engineering, a leading manufacturer of connectivity solutions for the professional integrated systems market and a pioneer in signal management...
25/04/2024
Net Insight has entered into a collaboration with DMC Production that positions Net Insight at the forefront of sports broadcasting in the Nordics. Net Insight ...
25/04/2024
GlobalM has announced a strategic partnership with scoopa, the specialists in broadcast-quality content distribution, offering a complementary service for live ...
25/04/2024
PlayBox Neo announces the completion of a new multichannel playout system for the DDish direct-to-home satellite television network in Mongolia. Based in the na...
25/04/2024
Canadian music producer and engineer Garth Richardson also known as Gggarth due to his stutter - has embraced immersive audio by installing a PMC monitoring s...
25/04/2024
Leading video software provider Synamedia today announced that Televisa, the Mexican telecommunications and broadcasting company, has chosen Synamedia as its pa...
25/04/2024
OTTera, a leading provider of end-to-end OTT and FAST channel solutions, proudly announces its strategic partnership with ThinkAnalytics, a global leader in adv...
25/04/2024
The American Tobacco Campus will be hopping with activity tonight and this weekend with two fun events!
Durham Night Market
At last! The Durham Night Market i...
25/04/2024
WEST CHESTER, Pa. Video commerce provider Qurate Retail Group has launched The Big Dish, a new culinary-themed FAST channel on The Roku Channel....
25/04/2024
LOS ANGELES The Hollywood Professional Association has announced that submissions for the 2024 HPA Engineering Excellence Awards are now being accepted. This re...
25/04/2024
NEW YORK The digital media measurement and analytics firm DoubleVerify has announced that it has received Media Rating Council (MRC) accreditation for Video Vie...
25/04/2024
SAN FRANCISCO Fox Corp.'s ad-supported streaming service Tubi has announced a licensing agreement with the sports platform DAZN that will see DAZN Ringside ...
25/04/2024
NEW YORK In the runup to the 2024 IAB NewFronts, the IAB has announced three key appointments to its leadership team....
25/04/2024
Epic Games releases Unreal Engine 5.4 with new Motion Design Mode, Unreal VCam f...
25/04/2024
Content Creation, Production, Distribution Is In a State of Flux
Andy Marken April 24, 2024
0 Comments
My empathy is creeping towards what I would de...
25/04/2024
The Carolina Panthers and Capitol Broadcasting Company (CBC) announced they have...
25/04/2024
Berklee Student Riko Sasaski Named 2024 Yamaha Young Performing Artist The accomplished saxophonist secured a spot among the elite winners of this year's ...
25/04/2024
Stations everywhere take pride in having a main anchor who comes from the market they represent. That applies in St. Louis, too, but it also pertains to general...
25/04/2024
Edward Moody is joining the WBTW Myrtle Beach, South Carolina, anchor crew, and will anchor the 5, 6 and 11 p.m. newscasts alongside Trish Williford. He comes f...
25/04/2024
MTV said the 2024 Video Music Awards will return to New York and take place at the new UBS Arena....
25/04/2024
Season three of comedy The Outlaws premieres on Prime Video May 31. Stephen Merchant co-created the show, and stars. There are five episodes....
25/04/2024
The E.W. Scripps Co. is evaluating offers for Bounce, its multicast channel for African-American viewers, according to a report from CNBC....
25/04/2024
Paramount Plus has ordered a second season for Dora, the animated preschool show based on Dora the Explorer. The show, featuring Dora on a rainforest adventure ...
25/04/2024
Bayanat AI PLC (ADX: BAYANAT), a leading AI-powered geospatial solutions provider, and Al Yah Satellite Communications Company P.J.S.C. (ADX: YAHSAT), the UAE&#...
25/04/2024
April 25th, 2024 Press Materials Available Here
TRIBECA FESTIVAL 2024 ANNOUNCES AUDIO STORYTELLING AND GAMES LINEUP
Audio Storytelling Program Features 10th ...
25/04/2024
NFL Draft 2024: Verizon Expands Broadband Capacity To Handle the Spike in Demand Mobile cells will help accommodate first responders, social media, sports betti...
25/04/2024
NFL Draft 2024: NFL Media Teams With The Fantasy Footballers on Hybrid, REMI Pro...
25/04/2024
NFL Draft 2024: ESPN Motors Into Detroit With Trio of Simultaneous Live Presenta...
25/04/2024
Published On: April 25th, 2024
data-orig-src=https://www.sgo.es/wp-content/upl...
In its upfront pitch, three-year-old Pop is telling media buyers it's got more viewers and it knows more about them.
