On Wednesday, free of scrolling listings, the TV Guide Network is relaunching as Pop, a network catering to "enthusiastic fandom" in pop culture.
Pop is targeting a 35-45 audience that grew up in the late '80s and early '90s, a group that the network's president, entertainment and media, Brad Schwartz, is calling the "modern grown-up." (Pop has copyrighted the term, which is the network's version of Bravo's "Affluencer" and Syfy's "Igniter.") Instead of emulating E! or Bravo, Schwartz said the channel is patterning itself more after the pop culture-worshipping sensibilities of Jimmy Fallon and Ellen DeGeneres.