HBO Now. Sling TV. CBS All Access. It seems almost every day we learn about a new deal or a new service that will continue to fragment the way consumers watch the content they love.
It’s also just one of the reasons I’m excited to hear from Comedy Central at this year’s Forum for Marketing Leaders - a brand that is actively traversing the fast-paced changes in the TV industry.
Walter Levitt is CMO at Comedy Central, and will join us on stage on Tuesday to discuss the evolution of the ‘multi-channel, multi-platform brand.’ In advance of his session, he sat down with me to talk about the effect of these changes on the Comedy Central brand.
Q. Comedy Central is rooted in a traditional linear cable channel, but (like many of your peers) is actively pursuing a multi-screen, multi-platform strategy. Do you think of Comedy Central as a TV brand, an entertainment brand, a content brand, or something else?
A. Comedy Central is a comedy brand. For our fans, we are their favorite “go to” whenever they are looking for a laugh. We have a strong 24-year history as a TV network, but over the last few years we've evolved our brand to ensure we are meeting the needs of our fans everywhere – and that obviously extends far beyond the linear TV screen.
Q. In building engagement, loyalty and audience, how do you balance the place of the Comedy Central brand vs. the brands of your individual programs, like the Daily Show or Broad City? How do you allocate investment, for example?