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.
The channel has roped in BBH as its creative agency. Vizeum would be the media AoR for this Viacom18 channel too.
On choosing BBH as the creative agency, Ferzad Palia, Senior Vice President and General Manager, English Entertainment, Viacom18, explained, “BBH was able to articulate the ‘Laugh It Off’ campaign in a way that we really needed it to in terms of execution. The campaign will be launched in the first week of February.”
Speaking on the channel’s content, Palia said, “Comedy is the broadest of all genres and what we have is 24 hours of comedy. I don’t think it can be called ‘niche’ in any form. Comedy resonates across age groups.” He further said, “The whole genre is predominantly male-dominated with a 60:40, and in some cases 65:35, male-female TG divide. We have crafted this channel for different types of audience for different times in a day. Comedy resonates across age groups, so our TG would be 15 years and above.”
The channel would air award winning shows like ‘The Daily Show’ with Jon Stewart and ‘South Park’, along with global hit shows like ‘Saturday Night Live’, ‘30 Rock’, ‘The Office’ and so on. Comedy Central will have a mix of all genres within comedy, ranging from sitcoms to sketch comedy, British comedy and stand-up comedy, among others.
Palia added, “We would be premiering a lot of shows during the weekend, because most of our shows cater to a mature audience. These shows include ‘Halo Halo’s, ‘Goodness Gracious Me’, ‘Faulty Tasks’ and so on. We will also have shows for the younger audience. There are shows like ‘Punkt’ and a lot of reality gags, besides a South Park and Cinderella block at mid-night.”
He further said that in India, Comedy Central would follow its international format of having 15-20 per cent of own content such as ‘South Park’ and ‘Reno 911’, while the rest of the content would be acquired. The channel would also look at original Indian content in English.
“We are promoting Comedy Central through our Viacom18 network. We have also done a lot of on-ground activations. Our ads would span TV, print, radio, outdoor, digital, BTL, mobile and merchandising,” Palia divulged.
Comedy Central would be available across approximately 20 million households and across analog, digital cable and DTH platforms.