STXdigital, a division of STX Entertainment, Robert Simonds’ global next-generation media company, today announced the launch of “Pop Now,” a cutting-edge, mobile-first variety series exclusively on Facebook. Leveraging the connected Facebook community, “Pop Now” reimagines the traditional late-night talk show format for the next generation of highly engaged audiences.
Featuring a new celebrity each episode, the series removes the host entirely, and allows the talent to create and curate their own experience. Whether promoting their next film, TV project or album, or just looking for an opportunity to have an authentic interaction with audiences, “Pop Now” gives today’s biggest stars a direct connection with their fans in real-time, reaching millions of viewers worldwide across Facebook.
“‘Pop Now’ was conceived because audiences are consuming late-night programming in an entirely new way, especially on their mobile devices,” said Jason Goldberg, STX’s Chief Creative Officer, Unscripted & Alternative Programming. “We’re reinventing the talk show model with a deconstructed architecture, built to serve specific audiences looking to engage with celebrities across the Facebook community.”
Created with the socially engaged viewer in mind, each segment will be produced in multiple formats to utilize the array of viewing options across Facebook’s channels, including FB Live, Newsfeed, Instagram, and 360 Video, allowing audiences to enjoy premium, original content that was designed specifically for the platform they want to watch it on.
“Facebook and its Creative Shop team have been instrumental in helping us determine the best way to bring a premium content experience to their millions of entertainment and pop culture enthusiasts,” said Rich Sullivan, Chief Operating Officer of STXdigital. “Pop Now” is designed to take the traditional late-night formula of the sit-down celebrity interview, and make it unique to the Facebook experience by providing a vehicle for stars to reach the growing audiences that have migrated away from linear viewing to a more mobile, interactive and social environment.”
“Pop Now,” will be brought to advertisers via the Anthology program, a branded content program designed to re-invent the way brands connect with culture and communities. It will premiere its first 12-episode season later this year.