As deliveries go, the Comedy Central Asia launch was a long, well-executed setup. Viacom International Media Networks (VIMN) Asia had been dropping anvils for months, finally announcing in early October that the channel will launch on November 1.
Along with Comedy Central’s global hit series The Daily Show with Jon Stewart, South Park, Workaholics, and Key & Peele, Comedy Central Asia will also carry the Asia pay-TV premiere of such titles such as Anger Management, Happily Divorced, Jo Koy Lights Out, as well as classic titles Mind Your Language and Boiling Points. The channel will also feature a “Best of Asia” programming block showcasing regionally acquired shows such as the Singapore-produced comedy series The Noose, and will eventually air locally produced content.
Sian Ju Tan, Vice President, MTV Brand, Asia for Viacom International Media Networks, lets TV ASIA Plus in on what to expect from Comedy Central Asia.
Q: When was the idea incubated? What conditions were you looking out for in order to decide when and where to launch Comedy Central Asia?
A: Comedy Central has had great success in the U.S. and Europe and in newly launched markets such as India and Russia. We toyed with the idea of bringing Comedy Central to Asia after we realized that Asia still did not have a regional channel dedicated to comedy. We have this great brand in Comedy Central and we wanted to deliver that with outstanding programming to the audience in Asia whom we believe are underserved without one true regional comedy channel on cable TV. We have decided to launch the Comedy Central Asia this year after concluding months of fruitful discussions with pay TV operators and plan to make Comedy Central VIMN’s third major global network brand (after MTV and Nickelodeon).
Q: How will Comedy Central Asia’s identity differ from the U.S. channel?
A: We will have the same brand identity as Comedy Central across the globe – relevant, slightly absurd, easily accessible, brutally honest and with content worth sharing. However, we will put an Asian spin on things by having customised on-air idents, aesthetics and branding to reflect the rich culture and of course, a mix of Asian content in our programming line-up.
Q: How different is the content from the U.S. channel? How much of the U.S. content will we see in the Asian version?
A: From India to the United Kingdom, no one Comedy Central channel is the same because we customise our channels to regional and local tastes. Comedy Central Asia will contain more family skewed comedies during primetime and late night timeslots will carry mature content.
At launch, Comedy Central Asia’s programming line-up will include Comedy Central US original content, mixed with other Viacom titles plus third party acquisitions including an Asian title. We will look into increasing that share as the Channel grows in the region. We see the Channel as the platform in the region to showcase Asian comedy and comedic talent.
The schedule will feature a balanced mix of Comedy Central content and acquisitions. We will fast-track content such as The Daily Show with Jon Stewart, which will be delivered by satellite from the U.S. on air as soon as possible.
Q: Some of your popular shows (such as South Park) are already airing in the region. If you are carrying these shows, how does this work into your programming? Are there concerns that these shows have already been bought by FTAs and other channels in the region?
A: Having our popular shows airing in the region serves to create awareness of these titles for us so we do not see this as a cause for concern and we will adjust our windowing strategy accordingly. Furthermore, shows like South Park are original Comedy Central titles and it makes sense for them to feature on the Channel. Comedy Central Asia will be the first place to see this content, which we think will help drive demand.
Q: Are there worries that the American brand of humour will not translate well with Asian audiences, especially in the territories where English is not the primary language?
A: We believe that everyone is up for a good laugh. Research has shown that comedy ranks as one of the top three entertainment genres that are in demand in Asia. Consistently, the most popular sitcoms on FTAs across Asia are the Western ones such as Two and a Half Men and How I Met Your Mother.
Comedy Central Asia fills the void in the regional pay TV market for a 24/7 comedy channel and we want to make viewers laugh out loud with quality programming from the Asia, U.S. and Europe. Asian audiences’ senses of humour are unique and varied but we are confident that Comedy Central Asia will strike a chord with them. Localisation in the form of subtitling is well in our pipeline. We will offer something for all comedy lovers, from sitcoms, gags and animation to sketch, stand-ups and talk shows and maintain the right balance that keeps our viewers laughing while reflecting their tastes and sensibilities.
As the only regional 24/7 comedy channel, we have a strong proposition that we think audiences will enjoy. We do not consider FTAs as rivals any more than other genres of pay-TV channels consider FTA channels to be competitors. General entertainment channels also carry comedy shows but the unique proposition that general entertainment channels do not have, that we do, is that we have comedy round the clock so any time viewers need a laugh, they know where to go to.
Q: Censorship is potentially an issue for some U.S. content. How did the programming team get around that?
A: We are aware of cultural and regulatory issues and are sensitive to these. VIMN has a long history in this multicultural region and we will adhere proactively to regulations and continue to be respectful of cultural sensitivities as not to offend our diverse audience. Like all broadcasters with potentially sensitive content, we will be diligent that sensitivities are not offended and include the necessary age rating for certain programmes in accordance to broadcast guidelines.
Q: Which shows have you acquired from outside the Comedy Central for the launch? A: Some shows we have acquired externally include sitcoms Anger Management, Happily Divorced, The Exes, Just for Laughs, Mind Your Language and The Noose, a top-rated, Singapore-produced news spoof comedy.
Q: Comedy Central is known for its award-winning, personality-driven shows. Will you be producing such shows specifically for Asian audiences?
A: This is part of our plan. For us to be a platform for Asian comedy and comedians, we will be exploring opportunities for local productions and commissions in the long run, including but not limited to personality-driven shows.
At launch, we will showcase regionally acquired content and Western content which we deem suitable for viewers in Asia. Asian shows like The Noose add spice to the Western offerings giving a healthy dose of programming on the Channel from the East and West. We will also keep a lookout for more Asian shows and talent that can travel regionally and look into local productions and commissions.
Q: What milestones do you hope to cross for the initial launch?
A: We have already achieved a milestone by launching in November in seven territories with nine pay TV operators which is no easy feat for any network. We have always been confident that there is demand for this channel, but the amount of interest we are getting from the marketplace has exceeded our initial forecasts and expectations.”
