PopSugar Launches New Internet Show

Premiering Wednesday, "PopSugar Live!" focuses on celebrities, entertainment and style.

Just in time for the Oscars, PopSugar, a popular online destination for women, is set to launch a twice-daily Internet show Wednesday focusing on celebrities, entertainment, style and more.

While the new show, PopSugar Live!, will “air” at 1 p.m. and 3 p.m. PT each day, it will also be available on-demand. Anchoring are PopSugar reporters Matthew Rodrigues, Allie Merriman and Becca Frucht from PopSugar studios in Los Angeles, New York and San Francisco.

Each episode of PopSugar Live! runs 20-30 minutes and insiders liken the show to an online version of E! News or Entertainment Tonight.

“Women in our 18-40 demographic came of age in a digital, multi-screen, 24/7 world, and they expect to be able to be informed and entertained at any time and on any screen,” said president of PopSugar Studios David Grant, a founder and former president of Fox TV Studios.

The new show coincides with a revamped website, a new mobile application and other improvements that the company is set to announce on Wednesday. The site’s ShopStyle moniker will also become PopSugar Shopping.

PopSugar was founded by Lisa and Brian Sugar in 2006. Its investors include Sequoia Capital and Institutional Venture Partners.

“With the rebrand, we are celebrating our greatest success: becoming the leading online destination where content and commerce connect,” said CEO Brian Sugar.