By Sahil Patel
Production company Core Media Group is teaming with women’s lifestyle brand PopSugar to develop scripted and non-scripted projects for digital and traditional platforms.
The jointly-produced content will be aimed at PopSugar’s core demographic of women between the ages of 18 and 40. Core Media Group, with an in-house network of producers and talent and existing relationships with more than 30 networks, will be responsible for all television project as part of this pact. PopSugar will manage the online projects.
The online content will be created specifically for PopSugar, which runs a video offering called PopSugar TV. In some cases, the two companies will collaborate on shows that can launch online first before migrating to TV.
PopSugar, which presented during the initial Digital Content Newfronts in 2012, is returning to the table this year.
The company partnered with the TV Guide Network in January to co-produce a half-hour daily entertainment show called “PopSugar Now.”