EXCLUSIVE: Mobile app Whipclip has signed a deal with the Pop network to provide easy video clipping and sharing for this Sunday’s Daytime Emmy Awards and five series, including Eugene Levy‘s Schitt’s Creek and Alan Thicke‘s Unusually Thicke.
Whipclip is designed to make it easy, and legal, for viewers to grab bits of video from network TV shows and quickly share them on social media, email and text message. The free app launched several weeks ago, giving users access to video from about 90 series on ABC, CBS, Fox, several cable networks plus music videos from Universal Music Group. It since has added about 30 more network shows, Rosenblatt said, and Sony Music videos.
The Pop deal to carry video from the Daytime Emmys is the app’s first live event, though it already carries ABC’s Dancing With The Stars, a show Whipclip CEO and co-founder Richard Rosenblatt said “feels like it’s live” because of the competition aspect.
“This partnership is really exciting,” Rosenblatt said. Segments of the awards show, to be hosted by Tyra Banks, will be “short, they’ll be funny. I think there will be a lot of very social moments.”
The app debuted with the Justin Bieber roast on Comedy Central, which proved a big hit on social media, but the nature of the awards show should make it even more likely to be shared widely.
Nicole Sabatini, Pop’s SVP of Marketing, said the deal is well timed because immediately after the Emmys, the network will debut reality show Queens of Drama, featuring former soap stars such as Donna Mills, Hunter Tylo and Joan Collins. That show, which normally will run on Wednesday nights, is also part of the Whipclip deal.
“For these rabid fans of soap operas, we’ll be able to provide three hours of clippable moments,” Sabatini said. “I see the benefit of being on Whipclip (for Pop) in two ways: It gives fans a really seamless way to share and because Pop is a new network, it needs as many people as possible talking about it. As a network that celebrates fandom, it’s a natural extension of our brand to make sharing digital content easy for our viewers,””
Other shows covered under the deal include Sing It On, a new reality competition featuring collegiate a cappella choirs, executive produced by John Legend’s production company with co-producers of American Idol; and Impress Me, featuring celebrity impressionists Ross Marquand and Jim Meskimen.
Pop, which reaches 80 million U.S. homes as a basic cable network, is jointly owned by CBS and LionsGate. It was rebranded with its current name earlier this year after several years as TVGN and TV Guide Network.