David Bloom is a Deadline contributor.

The twice daily Popsugar Live is part of an overall redesign of the femme-fashion-fitness-lifestyle and e-commerce portal that will provide “an immediate live experience” for the site’s 40 million monthly viewers, according to company president President David Grant, a former president of Fox TV Studios. The show will be anchored by Matthew Rodrigues, Allie Merriam and Becca Frucht from company studios in Los Angeles, San Francisco and New York. It will stream live online twice each afternoon and be available thereafter on demand. Each show will run from 20 to 30 minutes, with eight to 10 segments including daily deals that leverage the company’s shopping-oriented e-commerce operations. Redesign includes a new mobile app for iPhone and iPad to improve access to Popsugar’s large library of lifestyle-oriented video content. Popsugar is backed by venture capital firms Sequoia Capital and Institutional Venture Partners.