ViacomCBS' Comedy Central has been rolling out global formats across markets, including content shot during coronavirus lockdowns, and featuring diverse talent. And London-based executive Kerry Taylor is happy with the results so far. More details:
"This year, we have seen an incredible increase in our video views," says Kerry Taylor, executive vp of entertainment & youth brands at ViacomCBS Networks International.
In January, ViacomCBS Networks International promoted Taylor to the role of executive vp of entertainment & youth brands, reporting to David Lynn, president and CEO of ViacomCBS Networks International and Chris McCarthy, president of entertainment & youth brands, ViacomCBS Domestic Media Networks. That added Comedy Central to the portfolio of the former executive vp of MTV International and chief marketing officer for ViacomCBS Networks International U.K.
What does that mean for content genres?"We have been making a lot of sketch comedy over the past year, which has been among our most successful content," she explains."There was a sketch in [all-female creators online sketch show]about women putting their makeup on on the tube, and that just connected around the world, with people going 'I see myself in that piece of content.' That is kind of the holy grail and jackpot.
"I am really proud of our very talent-led approach," says Taylor."The team will keep an eye out for talent and have a connection with people who represent the Comedy Central values of being relatable, warm and authentic, but also quite bold. Once we love them and know they have an alliance with our brand values, we then just ask them what they would like to do.
Keeping the connection between talent and fans going is a key role Comedy Central can play amid the pandemic."It’s great to be able to allow people and comedians to still get that connection to comedians," says Taylor.
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