Comedy Central sets up biz div to tap multiple platforms

MUMBAI: Viacom?s channel Comedy Central has created Comedy Central Enterprises, a new business division that will focus on building the brand through consumer products, home video, CDs and digital downloads, publishing, and live touring.

The announcement was made by Comedy Central president Michele Ganeless. Mitch Fried has been promoted to the newly formed position of Comedy Central Enterprises executive VP and will head up the new business division, reporting to Ganeless. Fried was formerly Comedy Central Live Entertainment senior VP.

Ganeless said, "In the increasingly fractured world of content distribution, success today means reaching fans everywhere. The formation of Comedy Central Enterprises strengthens our relationship with our fans. It?s another example of the kind of extension that keeps Comedy Central the number one brand in comedy. Mitch Fried is an experienced and innovative executive with a long history at Comedy Central. Respected and well-liked throughout the industry, he knows the brand intimately and is the perfect person to spearhead our efforts under the new Enterprises banner."

Comedy Central Enterprises will bring together a number of brand extensions under Fried?s oversight, including the previously independent Consumer Products, Home Entertainment, Records, Live Entertainment and Publishing divisions.

Under Fried?s leadership, Comedy Central Enterprises will incorporate everything from negotiating with talent representation to execution, distribution, production and marketing support of these ancillary businesses. He will seek to expand the network?s business partnerships with the talent community through omni-platform deals, which will encompass any combination of the division?s brand extensions.

Fried said, "By consolidating these brand extensions into a single business division with a common goal, we are in a better position to grow and strengthen the brand and provide our fans with what they want most, easily-accessible, high-quality comedy, both on screens and off. Forming the Enterprises division also provides benefits to our talent partners by offering them massive exposure to our fans and a multitude of opportunities and points of distribution to increase their own following and generate revenue by getting their content in front of an ever-widening consumer base."

Reporting to Fried are vice presidents Steve Raizes and Jack Vaughn, who will be charged with developing and maximising the synergistic elements of the new Enterprises division.

 
The businesses now reporting to Fried under the Enterprises banner include:

• Comedy Central Consumer Products - generating $2 billion at retail since its inception, the Consumer Products division negotiates with third parties to translate Comedy Central shows, personalities and characters into consumer goods including apparel, social expressions, toys, games, electronics and consumables. Recent highlights include a partnership with Frito Lay and Wal-Mart to introduce "Cheesy Poofs" to the market in celebration of the 15th anniversary of ?South Park?, as well as a licensing programme surrounding ?The Daily Show with Jon Stewart?, ?The Colbert Report? and the brand?s own ?Indecision? political coverage. Additional programs launching in 2012/2013 include efforts around ?Tosh.0?, ?Workaholics? and stand-up comedy.
• Comedy Central Home Entertainment - responsible for over $500 million in sales since its creation, the Home Entertainment division includes DVD and digital on demand releases of the Comedy Central series and stand-up specials distributed through Paramount Home Entertainment, including four of the top five stand-up DVD releases of 2011. Recent releases from Jeff Dunham and Gabriel Iglesias have sold a combined one million units in only six months. The upcoming slate includes artists such as Demetri Martin, Chris Hardwick and Patton Oswalt.
• Comedy Central Live Entertainment - with over $100 million in box office receipts and over 2.7 million tickets sold, Comedy Central Live Entertainment is one of the dominant players in live stand-up touring. In 2012 alone, Comedy Central partnered with Daniel Tosh, Gabriel Iglesias and Jim Gaffigan on their respective tours, generating 375,000 tickets sold and $15 million in box office receipts. In addition to bringing major headliners to the masses, Comedy Central Live has a college touring program that brings younger comedians to campuses across the country and produces a free, annual event in New York City, ?Comedy Central Park?, which this year featured correspondents, contributors and producers from ?The Daily Show with Jon Stewart?. Comedy Central is also in its seventh year partnering with Live Nation in the South Beach Comedy Festival and will continue its partnership in the eight Annual New York Comedy Festival with Caroline?s Comedy Club, taking over New York City each November.
• Comedy Central Records - the world?s largest comedy label as well as one of the largest independent labels in the country, Comedy Central Records? catalog includes both spoken word and music from top comedic talent including Comedy Central series and standup specials. Released via traditional CD and via digital download-to-own, the label has received eight Grammy Award nominations since its launch in 2002, winning "Best Comedy Album" for the last three years. Along with critical acclaim, the Records division has produced numerous Gold, Platinum and Double-Platinum albums.
• Publishing - Comedy Central recently announced a new publishing relationship with Running Press, a member of the Perseus Books Group, and will release its first title, a holiday-themed novelty book from Denis Leary, later this year.