Top Story


Home >> Industry Briefing >> Article

Comedy Central turns 5, introduces special programming and more

Font Size   16
Comedy Central turns 5, introduces special programming and more

Comedy Central, which launched in India on 23rd January 2012, has grown into a multi-platform brand offering quality consumer products and on-ground events such as the Chuckle Festival. Comedy Central has today become one of the most preferred channels for advertisers across automobiles, ecommerce, FMCG, and electronics. By providing the best of television content from four of the biggest studios—NBCUniversal, Warner Bros, Sony Picture, and CBS, Comedy Central enjoys a viewership of over 67 million and is No. 1 on social media platforms in its genre.

Giving a high five to its fans on its fifth anniversary, Comedy Central is all set to celebrate in style. With something for everyone, the channel is offering the pro-social campaign Comedy Central Spread the Cheer, a unique initiative to spread happiness in places you least expect; exclusive collection of South Park merchandise for die-hard fans; and a world preview of the latest season of Suits for its viewers.

Commenting on the anniversary, Ferzad Palia, Head Youth and English Entertainment Cluster, Viacom18, said, “When we launched Comedy Central five years ago, we were entering into completely virgin territory. Seeing how the channel has now grown to become the country’s No. 1 English Entertainment channel and a multi-platform brand is proof that quality entertainment will always be appreciated, and I’m not just talking about the viewers who keep coming back for more but also the advertisers who keep believing in us. Staying true to our commitment this year, we plan to focus on bringing the latest seasons of our popular shows and spreading cheer with our initiatives.”

In the second edition of Comedy Central Spread the Cheer, Comedy Central aims to take its signature brand of happiness to the differently-abled through a special combination of on-air programming and off-air initiatives. In partnership with The Rotary Club, Comedy Central will upgrade the education infrastructure for the visually-impaired in three schools: Hellen Keller Institute, Victoria Memorial School for the Blind, and NAB Centre. This initiative will empower over 500 visually-impaired youth every year, making them employable under the government’s quota for the differently-abled.

The channel has partnered with well-known brands like Costa Coffee, Gold’s Gym, Mad Over Donuts, Kidzania, and Radio One to roll out special initiatives for the differently-abled across 100+ outlets and help spread awareness. The channel has also partnered with Give India, enabling the viewers to join the movement and contribute in their own way. As a special gesture, the channel will also be taking 100 differently-abled kids to spend a day at KidZania, Delhi. Viacom 18 is all set to make Vh1 Supersonic – India’s first ever fully accessible music festival. Thanks to its college-connect program, some reputed educational institutes will also upgrade their infrastructure and conduct workshops. Comedy Central is also exploring ways to showcase the achievements of differently-abled sportsmen and other achievers, through radio and social media, to encourage the community.

Fans of the channel will also get a chance to attend a BEFORE-THE-WORLD Premiere Party for the post season-break episode of one of Comedy Central’s most popular shows, Suits S06, in Mumbai and Delhi at Summerhouse Café and Monkey Bar at Bangalore on 25th January.

With respect to digital media, Comedy Central will host a boomerang video contest, where viewers can show off their moves with a five-step dance to celebrate the channel’s birthday and win exclusive official merchandise.

All this is over and above Comedy Central’s birthday programming, including the best episodes from its five most beloved shows—Penn & Teller: Fool Us! In Vegas, Brooklyn Nine-Nine, Citizen Khan, Mom, Whose Line Is It Anyway?, from Monday to Friday at 8 pm. On Sundays, viewers can treat themselves to a 10-hour marathon of Impractical Jokers and F.R.I.E.N.D.S. (all 10 seasons).

Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands