The show, entitled Gina! Las Vegas, has been created following a deal with sales house Viacom Brand Solutions (VBS).
The 10-part series, which starts in August and will be filmed in Las Vegas, stars British comedian Gina Yashere. She will examine the comic culture clash between the UK and the US by unleashing observational comedy characters on the US public.
The show will sit within the existing Paramount comedy schedule, which features comedians such as Jim Jefferies and Rob Rouse, and airs at peak-time on Paramount Comedy 1. It is also available online and via mobile TV.
Daniel Salem, director of partnerships at VBS, the sales house for Paramount Comedy, Nickelodeon, MTV and VH1, said ad-funded shows are an emerging element of Paramount's schedule. He added that the Hilfiger tie-up highlighted brands' growing use of such deals to access a wider audience.
The Paramount tie-up follows other TV partnership initiatives by Hilfiger. The brand has already teamed up with Sony BMG to launch a branded web TV channel dedicated to showcasing musical talent.
The company plans to dedicate a substantial proportion of its marketing budget to the tommytv.com site, which will feature live content from branded Hilfiger music events.
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