• by Adam Buckman , April 9, 2015

The new network, called Pop, is trying hard to pop in a crowded upfront marketplace. It has only been about 12 weeks since Pop was launched, rising from the ashes of what was formerly known as the TV Guide Network.

Nothing remains from TVGN except the network's joint ownership by CBS and Lionsgate.

Now, Pop is entering its first upfront season with a successful, original sitcom already established on its lineup -- the Eugene Levy comedy called “Schitt’s Creek.” Plus, it has ambitious plans for increasing its supply of original programming in the coming year.

“This year, 20% of our schedule will be original content -- up from nothing a year ago,” declared Pop President Brad Schwartz at a press presentation at trendy Gansevoort Hotel on Park Avenue South.

It was the same presentation Pop is taking to advertisers and ad agencies this upfront season. The presentation’s goal: To sell ad time, obviously, but also to define Pop’s position, its programming and its target viewer – someone Pop refers to as a “modern grownup.”

What – or who – is a “modern grownup”?

“These are young and upscale people 18-49 or in the middle of that 25-54 [group],” Schwartz said. “They’re educated. These are people who have been in the work force for 10 years, so they have income. But yet, we’ve noticed this trend: [They’re] people that have kind of, for lack of a better term, pushed off emotional maturity. People who are marrying later in life, having their kids later in life, having their first mortgage later in life, yet they have money.”

What does this have to do with the Pop network? Well, Pop has been developed as a destination for pop-culture fans, Schwartz said. “Pop culture is what keeps [these modern but kind of immature grownups] attached to the emotion of youth,” he said.

The target audience for Pop came of age in the 1990s, said Schwartz, who noted that the 20th century’s final decade is now in the midst of a revival. So Pop has stocked up on off-network ’90s series, such as “Beverly Hills 90210” and “Melrose Place” and has recruited various ’90s entertainment personalities to participate in the original programming the network is now developing.

For example, John Stamos -- star of the ’90s sitcom “Full House” -- is involved as a producer (and possibly, the host) of a show in development called “Losing It,” in which celebrities will reveal how they lost their virginity. And former Spice Girl Mel B. is the star of a one-off special (and possible series) called “Celebrity Inc.” in which aspiring inventors get a chance to obtain a celebrity endorser for their inventions.

“If you’re wondering why the ’90s are coming back, it’s because of this modern grownup,” Schwartz said.

Pop also announced that it has picked up the rights to air “The 42nd Annual Daytime Emmy Awards,” a big “get” for the network. It will air April 26 on Pop, with Tyra Banks as host.

Other new Pop shows include an a cappella singing competition called “Sing It On,” with John Legend as one of its executive producers, and “Doubt,” a pop culture trivia quiz show from “American Idol” producer Nigel Lythgoe.

As the presentation came to a close, Schwartz made his pitch to advertisers. “We are this new network. We’re really only 12 weeks into this thing,” he said. “It’s a new exciting network [with] 300 hours of original programming this year. This fresh, modern, exciting environment where any advertiser can fit in beautifully, and [a] modern grownup target audience that is very valuable for any brand.”