Cable Net Gets Serious

Comedy Central Wants More Shops, Ratings
NEW YORK–Looking to create a roster of agencies that understands its “sensibilities,” Comedy Central is talking to a number of shops about creative projects. The fast-growing cable network already has tapped two shops and hired a media buying agency.
Bert Gould, senior vice president of marketing for the New York cable network, confirmed the discussions. Former agency Holland Advertising recently resigned the business.
“We won’t take everybody’s pitch, but we will certainly look at everybody’s stuff,” he said.
Now that Comedy Central has gone beyond its cult audience with hits such as South Park, the network wants its marketing efforts to “drive tune-in,” said Gould.