Many television networks have amped up social engagement on their websites by introducing ways for fans to talk about and follow along with their favorite shows. But Pop, the network that will replace TVGN in 2015, is baking the social interactivity into its website with the launch of its website on Tumblr.
PopTV.com's Jan. 14 debut will coincide with the rebranding of the network. The new site will mix standard features such as a channel finder, programming schedule and video clips with social features such as shareable GIFs, memes and user-generated content.
'We're creating a destination that celebrates the fun of being a fan,' says Pop senior vp marketing Nicole Sabatini. 'It's a channel that understands that the fun doesn't stop when the show stops. Tumblr is the perfect platform to be able to engage with those fans 24/7.'
Pop is the first television network to build its website on the Tumblr platform. The Yahoo-owned company powers more than 200 million websites, among them Skittles.com and Frappuccino.com.
'It's exciting that Pop is choosing to build the entire domain on Tumblr,' says Tumblr's head of media Sima Sistani. 'They saw the opportunity of being able to post content in a place that is socially powered. Tumblr gives them an opportunity to connect with a built-in audience.'
Pop is also hoping to capitalize on the TV conversations already happening on Tumblr to draw viewers to the new network. Sistani says 48 percent of users create content inspired by television shows and movies and that 61 percent of TV conversations happen between show episodes.
Explains Sabatini: 'The ability to distribute content beyond our social platforms and to do that from a true dot com is appealing to us as a brand. We want to be able to speak to all of the potential viewers of the network.'
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