Comedy Central debuts first fully-programmed mobile app
April 2, 2014
Comedy Central's app
Viacom-owned Comedy Central is unveiling its first application that makes its programming mobile, with Corona and Unilever supporting the launch.
Comedy Central already has a few different mobile apps, but this is the company’s first foray into packaging up the majority of the network’s content into one app. With more cable subscribers opting to watch programs at off times during the day, Comedy Central’s app helps fill in one piece of the company’s TV Everywhere initiatives.
“We realize this is not the first TV app, but being first wasn't our objective,” said Ben Hurst, vice president of mobile and emerging platforms at Comedy Central, New York.
“Our goal has been to build an experience, which is uniquely Comedy Central,” he said.
Comedy Central’s new app packs in roughly 200 shows from the network’s programs.
To watch the majority of programs, consumers must sign-in with their cable or satellite information, but there are some short clips that every user has access to.
Certain shows, such as The Daily Show with Jon Stewart, will be available the day after airing.
Viewers can also dig through Comedy Central’s archives and can share content via social media.
Additionally, if a consumer chooses to stop a show, the content automatically picks up when they decide to start watching it again.
Comedy Central's app
The cable network is leveraging its new app to show off some new content from two upcoming series. Consumers will be able to get a sneak peek at the programs “Trip Tank” and “Comedy Underground with Dave Attell.”
Comedy Central’s app also includes snippets of original short-form video.
The Comedy Central app is available for free download in Apple’s App Store.
New advertising opportunities
Unilever and Corona’s involvement with the app includes branding.
For example, one section of the app called “Last Night’s Daily Show” is sponsored by Corona.
Unilever’s Axe ran a similar launch campaign with Comedy Central when the network rolled out its CC: Stand-Up mobile app in 2013. As part of the sponsorship, Axe ran pre-roll video ads as well as branded videos (see story).
Comedy Central will promote the app through several different mediums.
“From how we talk about it on-air, to how we market new shows, to how we program the network — from today forward, the app becomes a part of our DNA,” Mr. Hurst said.
“The app becomes not only a key part of our mobile strategy, but it is also a key part of our overall strategy,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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