So Long TVGN, Hello NKOTB: What’s Behind the Network’s Rebrand as Pop

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So Long TVGN, Hello NKOTB: What’s Behind the Network’s Rebrand as Pop

Brad Schwartz, Pop’s president of entertainment and media, says the goal is to reach a younger audience, what he calls “modern grown-ups” — adults 25-to-54, with a microtarget of 35-to-40. “We want it to be the next step in pop culture,” says Schwartz, who arrived shortly after CBS and Lionsgate took joint ownership of the flailing channel in March 2013. “But how do you do that differently than the Bravos and E!s and everybody else? We looked at what was going on in culture, and the thing that really popped for us, for lack of a better word, was this idea of fandom.”

With social media creating communities with shared passions, Pop will attempt to cater to a savvier consumer. “Those who watch Scandal call themselves gladiators, and fans of New Kids on the Block are Blockheads,” says Schwartz. “There was this really interesting personality around fandom that was optimistic, fun, funny and positive.”

Read more TV Guide Network to Rebrand as POP

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