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Sirius XM is teaming up with Comedy Central to create a new radio channel that will showcase stand-up comedians.
According to The Associated Press, as of Tuesday, satellite radio service Sirius XM is entering into a partnership with TV channel Comedy Central.
Both companies have decided to add one more comedy channel to Sirius XM’s current line-up of eight including Blue Collar Comedy, Laugh USA, Raw Dog Comedy, and Jamie Foxx’s Foxxhole. The new channel is set to premiere in the spring, preferably around April Fool’s Day.
Comedy Central is using this opportunity to further expand its brand beyond comedy TV. So far to accomplish this goal, it has sponsored comedy clubs and promoted comedy concert tours.
Earlier this month, The Futon Critic reports Comedy Central launched the national "Comedy Central Certified Club" program to give select comedy clubs its seal of approval and other promotional incentives.
And now it can add radio to its growing list of mediums.
“What the network is able to do is surround the consumer in other parts of their life besides sitting and watching television,” said Mitch Fried, executive vice president of enterprises at Comedy Central.
As of now, Comedy Central’s hosts Stephen Colbert and Jon Stewart, and the “South Park” team are not attached to this project.
“Their programs are more visual and don’t translate as well to radio as the stand-up comics,” Fried continued.
President of Sirius XM Scott Greenstein noted he “would be crazy to say they wouldn’t want” Colbert or Stewart.