If
you were planning to watch Comedy Central on Sunday, May 19th, what
you found was probably not what you expected. In a marketing blitz, the cable
network went dark for the entire day in order to promote the new Comedy Central
SiriusXM station with a sample of the content. The new radio station was set to
launch at midnight the following Monday.
According
to MediaPost, the only other time Comedy Central had gone dark before was in
1992 for Johnny Carson’s final “Tonight Show” broadcast.
The
satellite station will include some of the network’s stand-up comedy specials,
original content, etc.
Cross-promotion
among different media platforms is nothing new; however, if done in a smart
way, it can be very helpful to a campaign. Time will only tell if the blitz and
good programming will keep the new Comedy Central radio station relevant and
solid in listenership.
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