Viacom18 is launching its sixth channel ‘Comedy Central’ on January 23, 2012 in India.
The channel is designed as India’s first 24-hour offering dedicated to English language comedy content. Speaking more on the content of the channel, Ferzad Palia, Sr Vice President and General Manager, English Entertainment, Viacom18 said, “Comedy is the broadest of all genres and I don’t think it can be called ‘niche’ in any form. The genre is male dominated with a 60:40 male-female TG divide. Comedy resonates across age groups.”
The channel has roped in BBH as its creative agency. Vizeum would be the media AoR for this Viacom18 channel too.
A 360-degree marketing strategy has been conceptualised for the channel. The media mix comprises print, TV, radio, digital, on-ground, mobile and even merchandising.