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...