Pop – a joint venture of CBS and Lionsgate that will take form as a new TV network launching in 2015 – will become the first TV network to build its primary web presence on Tumblr. The mission of Pop, formerly TV Guide Network – is to celebrate “the fun of being a fan.”
The Tumblr-hosted site launches on January 14, 2015 to coincide with the linear TV network launch. The network intends to include all the best aspects of Tumblr and its community (GIFs, memes, user-generated content), while also featuring the usual components of a network site (channel finder, schedule).
“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.”