Upfronts 07: Pop Bucks Cable Trends By Growing Audience
19/04/2017
Three years after being rebranded from the TV Guide Channel, Pop says it is adding distribution, viewers and advertisers in its upfront presentation. The network is also upgrading its programming, working with well-known talent, emphasizing scripted shows and dropping low-budget reality shows.
The network is also adding some high-profile acquired programming. It is making its first first-run off-network acquisition with the ABC comedy The Goldbergs. And it has brought back E.R., the mega-hit, which hasn't been on the air or on subscription VOD for seven years.
All of this is made possible by the backing of owners CBS and Lionsgate. For both companies, Pop represents their biggest play in basic cable and Pop has been able to leverage its parents assets in a pay-TV environment in which networks such as Pivot and Esquire have been terminated and more are likely to meet a similar fate.
It's been a great little three-year run for us since we changed from the TV Guide Network, said Pop president Brad Schwartz.
The network is now on all the major traditional distributors and is also being added to all the new digital distributors' lineups, including YouTube TV and Hulu's new live product.
And in an environment where most cable networks' audiences are eroding, Pop's ratings were up by double digits among both adult and women's demos last season.
It's not about being an emerging channel any more. We feel like we've arrived and we're part of the mix now, said Schwartz.
Since the changeover, Pop has added 150 advertisers to its roster, Schwartz says.
According to SNL Kagan, Pop's net ad revenue rose 18% to $81.7 million in 2016 from $69.5 million in 2015. Kagan expects 2017 ad revenues to hit $96 million.
Pop is also enthusiastic about creating ways to integrate sponsors into programming of all types, says Michael DuPont, executive VP of ad sales for Pop. It created custom Pop Quiz bumpers to emphasize Nivea's baby-soft skin when the network aired Dirty Dancing. It integrated Edible Arrangements into an episode of its comedy series Nightcap. And the stars of the networks big returning hit, Schitt's Creek, appeared in vignettes promoting Zillow.
Pop is aiming its programming at an audience it calls Modern Grown-ups, people in their 30s and 40s who grew up in the 90s and have gone through a delayed emotional maturity. The network's acquired programming, program development and casting is all designed to feel very familiar to that audience, Schwartz says.
Over the past year, we've shifted our focus to premium content, Schwartz said, ticking off the names of some of the people who are working on new programming for the network. Those names include Will Arnett, Sarah Jessica Parker, Keanu Reeves, Krysten Ritter, Rashida Jones and Kate Walsh. That's a great differentiating point, he said.
Scwartz says the acquisition of Goldbergs reruns was a big swing for the network. And E.R. went on the network two weeks ago with little promotion and has already begun to attract an audience, including many who hadn't seen the show when it aired on NBC. Viewers are DVRing the series, something that usually doesn't happen with acquisition, he added. E.R. has been running in marathons on weekends and more recently started airing weekdays leading into primetime.
The network plans to air 400 hours of original programming next season, including 200 hours of Big Brother After Dark. It aims to have three or four original series every quarter.
We're doing better content. We're spending more on our content. We have higher caliber people in it and we're replacing some of the lower priced reality stuff we've been doing in the past, Schwartz said.
Pop's new series include:
Hot Date, a half-hour scripted comedy created with College Humor and its studio, Big Breakfast, based on a series of sketch videos of the same name. Executive produced by Will Arnett's Electric Avenue Productions, Hot Date stars Emily Axford and Brian K. Murphy and will premiere in Fall 2017.
Clique is a stylish scripted drama about two friends entering a university with an elite clique of alpha girls and a deeply corrupt core.
Swedish Dicks, Private Investigators is a comedy from Lionsgate and Viaplay starring Peter Stormare and Johan Glans and featuring Keanu Reeves about unlicensed private detectives solving strange crimes in L.A. Guest stars include Traci Lords, Anthony Lapaglia, Eric Roberts and Margaret Cho.
Scripted shows in development include:
Let's Get Physical, a comedy about a slacker who inherits the broken-down aerobic empire of his father, a Jack LaLanne type.
Kiss & Cry is a soap drama about a competitive figure skater who must pair with a new male partner and work with a demanding new coach to continue her career.
The Demons of Dorian Gunn is a sci-fi comedy about a man who discovers he's a demon hunter. Among the executive producers is actress Krysten Ritter.
It's a Date, from the producers of Sex and the City, including Sarah Jessica Parker, is a comedy anthology about the pursuit of love.
Peaches, a comedy about a boy raised as a girl after his parents lose a pie-eating contest wager who moves to L.A.
The New and Improved Pixie Wexler is a comedy about a former child commercial star who becomes a copywriter at a Chicago ad agency where most of the staff is fired after an embezzling scandal.
Two Princes is described as a comedic fairytale in which Prince Charming leaves Cinderella behind in fantasyland and winds up in Venice Beach.
Unscripted shows in development include:
Get In My Van, a talk-travel show hosted by actress Kate Walsh and her friend comedian Arden Myrin, who travel the country in their RV meeting r
LINK: | http://www.broadcastingcable.com/news/currency/upfronts-2017-pop-bucks... |
See more stories from bandc |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
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 and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
18/05/2024
If Bundling Is Back, What's the Ideal Bundle?
PORTSMOUTH, N.H. Bundling is back in a big way, with all the major streaming companies and many pay TV operators exploring ways to simplify the consumer experie...
18/05/2024
FCC to Vote on LPTV Rules during June Open Meeting
WASHINGTON, D.C. Federal Communications Commission Chairwoman Jessica Rosenworcel has announced a tentative agenda for the June Open Commission Meeting schedule...
18/05/2024
Matthews Launches New Multipurpose Grip Rail Telescopic Grid Pipe Solution
Matthews Studio Equipment has introduced Grip Rail, which the company said offers a better way to mount equipment on location, in the studio, or on the fly....
18/05/2024
IAB Tech Labs, Google Partner on New First Party Data Solution
In a notable development in the industry-wide effort to address privacy concerns while improving efficacy of marketing efforts in a cookieless ad landscape, IAB...
18/05/2024
TV Tech Weekly Product Wrap-Up
Missed any of our product coverage during your busy week? The TV Tech weekly product and services news wrap-up provides links to all of our coverage from May 13...
18/05/2024
DHD Elevates the Art of Podcast Production
DHD Elevates the Art of Podcast Production Brie Clayton May 17, 2024 0 Comments Hero image: the DHD DX2 base and expansion modules Latest-generation ...
17/05/2024
Aerojet Rocketdyne's Camden Site Leverages Modernization Investments to Accelerate Solid Rocket Motor Production
Aerojet Rocketdyne has worked to modernize facilities at its Camden, Arkansas, l...
17/05/2024
FCC Plans to Revise LPTV Rules
The FCC has issued a Notice of Proposed Rulemaking (NPRM) that would revise rules governing low power TV stations (LPTV) in a number of areas, including online ...
17/05/2024
Demystifying Post-Production: Introducing Cinema 4D Particles Week 4
Demystifying Post-Production: Introducing Cinema 4D Particles Week 4 Brie Clayton May 17, 2024 0 Comments With the spring release of Maxon One, we...
17/05/2024
Takashi Yamazaki Film Godzilla Minus One Graded with DaVinci Resolve Studio
Takashi Yamazaki Film Godzilla Minus One Graded with DaVinci Resolve Studio Brie Clayton May 17, 2024 0 Comments Hero image credit: 2023 TOHO CO., LT...
17/05/2024
Sterling Event Group Streamlines Live Event Productions with AJA
Sterling Event Group Streamlines Live Event Productions with AJA Brie Clayton May 17, 2024 0 Comments Live event productions only happen once, which ...
17/05/2024
Meet the product manager
Muster Ngobi, product manager at LYNX Technik tells TVBEurope how the ever-evolving media industry provides a truly dynamic working environment By Matthew Corr...
17/05/2024
TV, Streaming Schedule for 2024 NFL Regular Season Is Released
NEW YORK As declines in linear TV viewing make the ongoing popularity of live sports, particularly football, central to financial success of the TV industry, th...
17/05/2024
Netflix Ad Tier Hits 40M Monthly Active Users
During Netflixs second Upfront presentation to advertisers, Amy Reinhard, Netflix's president of advertising, walked advertisers through the continued growt...
17/05/2024
Scripps Promotes Jeff Kiernan to VP, Local News
CINCINNATI The E.W. Scripps Company has added to its leadership team for news by promoting Jeff Kiernan a veteran journalist and general manager of Scripps'...
17/05/2024
Survey: New Disney-Fox-WBD Sports Streamer May Hurt Pay TV Sub Counts
Top executives from Disney, Fox and Warner Bros. Discovery have consistently insisted that their joint venture to launch the Venu Sports streaming bundle in the...
17/05/2024
Caitlin Clark's WNBA Debut Set Viewing Records
ESPN has announced that its coverage of Caitlin Clark's WNBA debut in the Indiana Fever versus the Connecticut Sun season opener was the most-watched WNBA g...
17/05/2024
ATEM Mini Extreme ISO switcher and Blackmagic Pocket Cinema Camera 4K
ATEM Mini Extreme ISO switcher and Blackmagic Pocket Cinema Camera 4K Brie Clayton May 16, 2024 0 Comments Blackmagic Design announced today that Yoic...
17/05/2024
Pixomondo's Virtual Production Academy Expands with Programs at Sony PCL, Vook, and Vancouver Film School
Pixomondo's Virtual Production Academy Expands with Programs at Sony PCL, Vo...
17/05/2024
WBD Upfront Show Offers Peeks at House of the Dragon,' White Lotus,' Biden-Trump Debate
The Warner Bros. Discovery upfront presentation took place Wednesday, May 15 at ...
17/05/2024
The Black Keys, Jelly Roll, Kate Hudson Set To Perform on The Voice' Finale
Season 25 of The Voice wraps on NBC Tuesday, May 21, with performances from The Black Keys, Jelly Roll, Kate Hudson, Lainey Wilson, Muni Long, Thomas Rhett and ...
17/05/2024
CNN Boss Mark Thompson's Plan Includes More News in More Categories on More Devices (Upfronts)
New CNN CEO Mark Thompson spelled out his plan for the struggling news network d...
17/05/2024
Netflix To Launch In-House Advertising Tech Platform
Netflix, a newcomer to the advertising business, said it plans to launch an in-house advertising technology platform....
17/05/2024
Netflix Plots TV Takeover at Upfront Presentation
Netflix shared some programming projects at an upfront presentation in New York. Those include the basketball-themed comedy series Running Point, a Mindy Kaling...
17/05/2024
Plex Geek Week Sale Offers 20% Off Plex Lifetime Pass
Plex is offering movie and music collectors a 20% discount off its Lifetime Plex Pass as part of its Geek Week sale....
17/05/2024
GroupM Names Toby Jenner as President, GroupM Clients
Giant media buyer GroupM said it named Toby Jenner as global president, Group M Clients, a new position at the company....
17/05/2024
Clients of Independent Agencies Boost Programmatic Buying
Smaller advertisers are increasingly buying connected TV programmatically, according to a new report from FreeWheel, Comcast's ad-tech unit....
17/05/2024
TCLtvPlus Adds Streaming Music Channels From Vevo
TCLtvPlus, the streaming app on smart TVs made by TCL, has added live linear channel from music-video programmer Vevo....
17/05/2024
StackAdapt Adopts Data From Samba TV for Programmatic Campaigns
StackAdapt said it made a deal to integrate data from Samba TV into its programmatic advertising platform....
17/05/2024
Tonight on House of Zwide: Dorothy is blown away by Ona's sketches for her wedding dress
Tonight on House of Zwide: Dorothy is blown away by Ona's sketches for her w...
17/05/2024
Tonight on Scandal: Dintle has a visit from her past that leaves her very unsettled
Tonight on Scandal: Dintle has a visit from her past that leaves her very unsett...
17/05/2024
Save Time and Money with WO Traffic v24.0
WO Traffic provides a solid foundation from which stations can manage, execute, and scale end-to-end ad trafficking and sales, both today and into the future. W...
17/05/2024
Broadcast Innovation in India: How AI and Automated Production Helps Smaller Sports Grow
Broadcast Innovation in India: How AI and Automated Production Helps Smaller Spo...
17/05/2024
SVG Sports Cloud Production Forum Gives Refresher Course on Cloud-Based Tools, Ecosystem
SVG Sports Cloud Production Forum Gives Refresher Course on Cloud-Based Tools, E...
17/05/2024
WNBA Tip-Off 2024: Scripps Sports Constructs New Studio for Second Season of WNBA Friday Night Spotlight on ION
WNBA Tip-Off 2024: Scripps Sports Constructs New Studio for Second Season of WNB...
17/05/2024
SVG College Summit 2024: Auburn's War Eagle Productions Breaks Down How They Produce Live Gymnastics Broadcasts
SVG College Summit 2024: Auburn's War Eagle Productions Breaks Down How They...
17/05/2024
Netflix & Shondaland Announce the Song List and Soundtrack for 'Bridgerton' Season 3: Part 1
Back to All News Netflix & Shondaland Announce the Song List and Soundtrack for...
17/05/2024
Skeem Saam: Thursday's episode, 16 May 2024 [video]
Skeem Saam: Thursday's episode, 16 May 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African soa...
17/05/2024
Prison Journalism: Letter to my mothers
Prison Journalism: Letter to my mothersThabo Mthembu was incarcerated in Pollsmoor Prison from 2014 to 2019. Read Thabo's story by Thabo Mthembu 17-05-20...
17/05/2024
Paul McCartney becomes UK's first billionaire musician
Paul McCartney becomes UK's first billionaire musicianMusic icon Paul McCartney has become the UK's first billionaire musician, according to the Sunday ...
17/05/2024
Tonight on Smoke and Mirrors: Sakhile advises Tiny against sabotaging Petunia
Tonight on Smoke and Mirrors: Sakhile advises Tiny against sabotaging PetuniaDon't miss Friday, 17 May's riveting episode of South African soapie Smoke ...
17/05/2024
RT'S Operation Transformation comes to a close after 17 seasons
RT has today announced that Operation Transformation (OT) is to end after 17 seasons. As series come to an end each year, RT undertakes an editorial review to...
17/05/2024
Studio One: Your Binaural Beats Lab
By Craig Anderton When I heard about binaural beats, I was interested-I like beats, and I'm into binaural audio. But this has nothing to do with either o...
17/05/2024
May 16, 2024
Scripps Research chemist Donna Blackmond elected to the Royal Society of the U.K. Blackmond's wide-ranging work has shaped origin of life theories, our unde...
16/05/2024
Power Provokes Vital Questions About the Role of Police
PARK CITY, UTAH - JANUARY 18: Director Yance Ford introduces the Power premiere at Library Center Theatre. (Photo by Chad Salvador/Shutterstock for Sundance F...
16/05/2024
Mental Health Matters: Embrace Self-Care With These Audiobook and Podcast Listens
May is Mental Health Awareness month, a time to recognize those living with ment...
16/05/2024
ABC and SBS bring digital radio (DAB+) services to the Gold Coast
ABC and SBS bring digital radio (DAB ) services to the Gold Coast 15 May, 2024 Media releases ABC and SBS today announced that audiences on the Gold Coast ...
16/05/2024
Clear-Com Communication Solutions Enhance Oregon State University's PRAx Building
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...