'Pop Up Video' back on bubble
EmptyMTV Networks' VH1 is resurrecting its "Pop Up Video" series in a mobile-only format starting today, the network said.
The original "Pop," which stopped airing in 2002 on the Viacom-owned channel, featured music videos with informational bubbles that popped up with facts and trivia about the artists, song or related subject matter. The new installment of original videos, "Pop Up Video to Go," will be offered crosscarrier exclusively on VH1's mobile network and updated weekly.
The content will be made specifically for mobile devices and feature a similar format, with trivia in larger fonts and appearing for a longer period of time. Gwen Stefani's 2004 hit "Hollaback Girl" and Fall Out Boy's single "Thnks fr th Mmrs" will be the first videos presented on the format.
"We thought it made a lot of sense," said Tina Imm, senior vp digital media at VH1. "It's about bite-sized content pieces, and it makes for really fun small-sitting viewing."
VH1 Mobile also is expected to announce today that it will release "The Misadventures of Bob Paparazzo," an animated series about a celebrity photographer, in the fall.
Recently, VH1 Mobile launched "Know It All," a pop-culture quiz game, as well as a quiz extension of its "Best Week Ever" series.
VH1 said mobile streams on its network were up 234% in July compared with a year ago.