×
You will be redirected back to your article in seconds

Upfront 2016: Pop Moves to Woo Ad Dollars From Oxygen, Bravo, Lifetime

Pop, the young cable network, wants to give its rivals a pop of their own — right in the eye.

The cable outlet backed by CBS Corp. and Lionsgate that was once best known as the TV Guide Network, is making a pitch to advertisers this year suggesting they ought to take some of the dollars earmarked for female-skewing rivals like Oxygen, Bravo and Lifetime, and instead shift them to its programs.

“Our ratings are growing, and most of the industry is going in the other direction,” said Brad Schwartz, the network’s president, in an interview last week. Executives will emphasize a slate of programming that Schwartz said will lack the snark and cat-fighting that is so prevalent on other networks. “We are not doing ‘Snapped’ and ‘Bad Girls Club’ and housewives and rich kids,” he said. Pop’s plan to is to tout programs that appeal to fans of various topics, but don’t highlight conflict and tension.

“We have none of that, and it’s on purpose,” he said. “We try to be a little bit more uplifting and optimistic. When you come to our channel, it should always feel like a good time.”

His plan is to offer four original series every quarter, and expects the network to be able to do so in 2017.

One of the bigger projects on the schedule is “Nightcap,” a 10-episode half-hour comedy produced by Lionsgate Television. The series starts Ali Wentworth as a producer on a late-night program and her run through the hectic minutes before the show goes on the air. “There’s so much going on in late-night,” said Schwartz, offering “an opportunity to poke at it.” The series is produced by Ali Wentworth, Tom Brunelle and Brad Wollack and Troy Miller/Dakota Films for Lionsgate Television, and is set to premiere this summer.

A reality series, “Hollywood Darlings,” focuses on three child stars of the 1990s — Jodie Sweetin from “Full House,” Christine Lakin from “Step by Step” and Beverley Mitchell of “7th Heaven.”  The series will follow three lifelong friends who grew up together, became household names and now must face issues as  moms, wives and businesswomen. The series is produced by Objective Productions USA and All3Media America, and is scheduled to premiere in 2017.

“The Joey McIntyre Project” is in development and would become Pop’s third original scripted comedy series if it is greenlit. The show catches up with Joey in his attempt to branch out from his New Kids on the Block fame and become a serious actor. The show is produced by T Group Productions and executive produced by Donnie Wahlberg, Jenny McCarthy, Joey McIntyre, Jenny Daly, Paul Greenberg and Tim Gibbons.

Pop has renewed the comedy series “Schitt’s Creek” for a third season, and will present second seasons of documentary series “Rock This Boat: New Kids on the Block” and “Sing It On,” as well as a second season of comedy “Unusually Thicke.” The network will also continue to show “Big Brother After Dark.” Pop has also unveiled “The Easiest Game Show Ever,” a pop-culture trivia game show that is executive produced by Nigel Lythgoe and Gail Berman via the Jackal Group, with executive producers Barry Poznick and Eric Levy.

More TV

  • Global Sales for ‘Les Miserables’ Series

    Global Sales for ‘Les Miserables’ Starring Dominic West Ahead of Series Mania

    The BBC and Masterpiece adaptation of “Les Miserables” will play on a numerous international channels after a raft of deals were sealed for the series, which features Dominic West, David Oyelowo, and Lily Collins. Andrew Davies’ adaptation of Victor Hugo’s classic has been acquired by broadcasters in Scandinavia and southern Europe, and by several buyers [...]

  • Kevin Hart

    TV News Roundup: Kevin Hart Netflix Comedy Special Drops First Trailer

    In today’s roundup, Netflix releases the official trailer for the comedy special “Kevin Hart: Irresponsible” and Josh Charles joins Showtime’s Roger Ailes series “The Loudest Voice.” DATES Season two of “Yellowstone,” starring Kevin Costner, will premiere on Paramount Network on June 19 at 10 p.m. ET/PT. The sophomore season will continue the story of rancher John Dutton [...]

  • adidas game of thrones

    5 New 'Game of Thrones' Collaborations Coming in Time for the Final Season

    Some of the biggest lifestyle brands in the world are jumping on the “Game of Thrones” bandwagon this spring, hoping to capitalize on the fandom and popularity of the HBO hit, as it enters its eighth and final season. From sneakers to spirits, these officially-licensed collaborations extend the characters and colors of the show beyond [...]

  • Nicole Richie

    Nicole Richie Joins Fox Comedy Pilot 'Richard Lovely'

    Nicole Richie has been cast in a series regular role in the Fox single-cam comedy pilot “Richard Lovely.” The project follows Richard Lovely (Thomas Lennon), the disgruntled author of the best-selling children’s book series, “Mr. Mouse.” He doesn’t hate children, but rather just everything about them. After a publicity fiasco involving an unexpectedly savvy 9-year-old [...]

  • Lachlan Murdoch

    New Fox CEO Lachlan Murdoch Announces All Employees to Receive Stock in Company

    The new standalone entity Fox Corp. held a town hall on Thursday, just over a day after the official closing of the 21st Century Fox-Disney merger. Fox Corp. chairman and CEO Lachlan Murdoch led the meeting, at which sources say he announced that all employees would receive stock in the new company. The amount of [...]

  • Deadwood

    'Deadwood' Movie Drops First Trailer, Premiere Date

    HBO is taking fans back to Deadwood. Nearly 13 years after the hit Western series ended, HBO Films has released the first look at “Deadwood: The Movie.” The film will premiere on the network on May 31. Series regulars Ian McShane, Timothy Olyphant, Molly Parker and John Hawkes will reprise their roles in the film, [...]

  • Jeaninne Pirro

    Fox News Will Keep Jeanine Pirro Off Schedule for Another Week

    “Justice With Judge Jeanine,” the Saturday-night opinion show led by Jeanine Pirro, will be off the Fox News schedule for a second week in the wake of remarks she made about a Muslim congresswoman. The network’s online schedule shows that it will run another repeat of the documentary series “Scandalous” in its place Saturday night [...]

More From Our Brands

Access exclusive content