Comedy Central looks beyond the TV screen

This event report addresses Comedy Central's efforts to engage millennials by becoming a broader comedy brand, rather than just being seen as a TV network.

Comedy Central looks beyond the TV screen

Sonia Paul

Keeping Comedy Central relevant for today's digitally-savvy consumers requires making smart, snappy content – but also rethinking how this material ultimately reaches viewers.

"Comedy Central is not a TV network, which might seem odd," Walter Levitt, Comedy Central's Chief Marketing Officer, told delegates at the Adobe Summit 2016 in Las Vegas. "But Comedy Central is really a comedy brand."

Such a realization took shape as the Viacom-owned property came to understand that the current generation of its traditional target audience – namely, 18-34-year-old men – was having a different experience with...

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