MTV and twofour54 to launch Comedy Central Arabia
by Aaron Greenwood on Nov 10, 2009
MTV Networks International (MTVNI) and twofour54 have confirmed a new deal to establish an Arab comedy content production studio under the Comedy Central brand.
Based within twofour54’s content production precinct, Comedy Central Studios Arabia will produce local comedy programming, Arabised versions of existing Comedy Central staples and dubbed versions of existing Western content.
The organisation will also use the production, post production and broadcast facilities at twofour54 intaj.
Twofour54 CEO Tony Orsten said the new initiative would provide Arab comedians and comedy producers with an unprecedented opportunity.
“From individual stand-up talent right through to major comic productions, Comedy Central Studios Arabia will provide an opportunity for Arabic comics and comedy programming talent that simply never existed before,” he said.
Bhavneet Singh, managing director and executive VP, Emerging Markets, MTVNI cited IPSOS research that found more than 500 comedy episodes are aired across the MENA region every month, the majority of which are original Arabic productions.
“We feel that this desire for Arabic comedy content, combined with the Comedy Central brand, portfolio and know-how, affords us an opportunity to provide viewers and broadcasters alike with content that is relevant and funny to Arabs, in their own language," he said.