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Pop network embraces Tumblr to engage multiscreen fans

Pop, a fan-centric television joint venture between CBS Corp. and Lionsgate, will launch its Web site on Tumblr early next year to engage cult audiences on mobile in brands and properties that inspire content-sharing. will go live before Tumblr?s United States fan community of more than 150 million monthly unique users on Jan. 14, to coincide with the on-air launch of the new network, which was rebranded to Pop from TV Guide Network (TVGN), this fall. The launch is the latest outreach by traditional media to an empowered mobile user who enjoys simultaneously consuming multiple forms of content.

"This is non-traditional but the first task is to understand your audience,? said Jeff Hasen, founder and CEO of Gotta Mobilize, a Seattle-based marketing consulting firm. ?Tumblr is a top destination for some, but for many, it doesn't replace the standard Web presence. 

?Picture taking and sharing are so common on mobile and entertainment is one of the most active categories,? he said. ?One can take a picture and post in seconds. This plan wouldn't be smart pre-smartphone adoption.?

Recycling classics
Pop?s debut will feature more than 400 hours of programming, including syndicated programs such as Beverly Hills, 90210 and  newer series such as Rock the Boat: New Kids on the Block.

The Web site will echo Pop?s salute to fandom while including new original programming.

Ramping up for launch.

By combining the sharing features available through Tumblr with traditional Web site assets, Pop will blend TV network site staples such as channel finders and programming schedules with shareable GIFs, memes, user-generated content such as fan art and more.
Pop is a good fit with Tumblr because its core users are driven to use social to express their fandom and share their passions with fellow 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 tops in time spent among all top social platforms with more than 200 million blogs and 90 million posts per day, 94 percent of which are re-blogs. 

Tumblr?s users are passionate entertainment fans, with 48 percent of users creating content inspired by TV shows and movies, providing a well-targeted platform for Pop to introduce its brand online.
24/7 marketing
The collaboration underscores how TV marketing depends on engaging a fan community 24/7, not just during the broadcast window. 

Engaging viewers with cult standards.

The CBS-Lionsgate venture that created Pop combines CBS?s programming, production and marketing assets with Lionsgate?s resources in motion pictures, television and digitally delivered content.  

Pop?s ownership structure is comprised of the company with the #1 broadcast network and many of the top first-run syndication series such as ?Entertainment Tonight? and ?The Insider? and the studio that produces and distributes the blockbuster ?Hunger Games,? ?Twilight? and ?Divergent? franchises and produces such award-winning TV series as ?Mad Men? and ?Orange is the New Black.?
?It's conceivable that the presence will be found via search,? Mr. Hasen said. ?And if it doesn't work out, a complementary Web site can be built quickly.?

Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.