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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.
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