Comedy Central stands poised to become Viacom's third major global network brand (after MTV and Nickelodeon) with a launch in Southeast Asia set for November. The brand already launched in January in India, as Comedy Central India.
The network, which debuted in the United States in 1991, is the only global, multi-platform entertainment brand fully focused on comedy, said Viacom. It noted that the international channels have slightly different content, with local shows, local standup and U.S. sitcoms.
Comedy Central has channels in the United Kingdom, Italy, Spain, Germany, Sweden, the Netherlands, New Zealand, Hungary, Poland, Israel and Australia. It reaches 200 million-plus households in more than 70 territories.
During the last six motnhs, Comedy Central has launched in Latin America, India and Africa, as well as added another channel - Comedy Central Extra - in countries such as the Netherlands.
Comedy Central Asia will launch in key Southeast Asian markeys such as Singapore, the Phillippines and Cambodia on November 1.
Comedy Central Asia programming will include The Daily Show with Jon Stewart, South Park, The Comedy Central Roast of David Hasselhoff, sitcoms as Happily Divorced, Workaholics and Mind Your Language, sketch comedy show Key & Peele and Asian comedy highlights, such as The Noose, a top-rated Singapore-produced comedy series spoofing news shows.
“Comedy Central is our fastest growing brand, and we want to ride that global momentum into our sixth continent, Asia, where we see a vibrant and growing population with a great hunger for new programming," said Bob Bakish, CEO of Viacom International Media Networks.
"We continue to expand the regional success of our adult-focused business internationally as ratings for Comedy Central improved 27 percent across the board, with double-digit increases in markets, including the U.K, Germany, Spain, Poland, The Netherlands, Sweden and Hungary," Viacom CEO Philippe Dauman said on his company's quarterly earnings conference call in August. "Comedy Central is fast becoming our third global brand."