The rebranded Paramount Comedy channel went live last week as Comedy Central. Its line-up includes US shows Two and a Half Men, The Office: An American Workplace and The Sarah Silverman Program.
- What's in it for viewers?
The channel is available to pay-TV subscribers. It has a refreshed look and logo, but is not a million miles away from its Paramount days. The programming is heavily slanted toward US comedy, but content will also include footage of UK stand-up acts Dara O'Briain, Alan Carr, Russell Howard and Lee Evans.
- What's in it for advertisers?
The channel is aimed at 16- to 34-year-olds. Its main sponsor is Magners Cider, which is associated with all the channel's stand-up programming. However, the channel is looking to forge more sponsorship deals across other programmes and individual shows.
The Comedy Central website has also been revamped. As of yet, it does not carry any commercial branding, but space is available to advertisers. The site has a busy design, so ads will need to be bold and colourful to stand out.
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