Huge campaign for Comedy Central launch

A seven-figure sum is being spent on the rebrand of Paramount Comedy to Comedy Central, it was announced today.

Activity across TV, print, outdoor and online will feature American comedy stars, including Sarah Silverman and Kenny from South Park, making mischief with British landmarks such as London's Gherkin and Centre Point towers.

"Comedy Central offers viewers the biggest and best selection of comedy programming and the rebrand campaign has been designed to communicate this fact to loyal fans and potential viewers alike," said Jill Offman, Comedy Central's managing director. "Karamarama’s creative executions perfectly convey that we are the only modern comedy channel in the UK. We love our new look and the whole Comedy Central team looks forward to taking the channel to new levels of success over the coming year."

Paramount Comedy will become Comedy Central at 9pm tonight, with Paramount Comedy 2 rebranding to Comedy Central Extra.