Viacom International Media Networks (VIMN) is expanding its Comedy Central channel in Germany to a 24-hour offering from January next year as part of the ongoing revision of its European portfolio of channels.
VIMN said that market share for the Comedy Central brand in Germany has grown by 21% market share year-on-year and by as much as 33% in prime time, to 1.3% among 14-49 year-olds. Its share grew by as much as 35% in Q4 2017, followed by ongoing gains this year.
The company said that Comedy Central Germany has been expanding its local programming lineup, working with talent including Ingmar Stadelmann, Maxi Gstettenbauer, Oliver Kalkofe and other comedians to produce the satirical CC:N (Comedy Central News) and a German version of popular show Takeshi’s Castle: Thailand, as well as develop more local standup and short-form digital content.
As part of the expansion of Comedy Central’s airtime, VIMN is pulling its Viva brand from its local portfolio at the end of the year to deliver a 100% comedy channel.
‘The Comedy Central brand has demonstrated consistent successful performance in Germany,” said Raffaele Annecchino, president and MD of VIMN southern and western Europe, Middle East and Africa,
“After five consecutive quarters of year-on-year growth, we have decided to expand the Comedy Central channel offer to a full 24-hours, beginning in January.”
VIMN recently expanded the reach of its Paramount Network brand, launching the channel in the UK as a destination for scripted drama, comedy and movie content, following a rebranding of its Paramount Channel brand in Spain to Paramount Network.