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Comedy Central launches novel shows for Indian audiences

Hot in Cleveland, Key and Peele and Happily Divorced will make a premiere in the country on Comedy Central. The channel targets various audience segments with the newer shows.

Viacom's English comedy channel Comedy Central has announced the launch of seven new shows in the upcoming month. All these shows will be aired on primetime slots, with repeats running throughout the day.

Hot in Cleveland, Key and Peele and Happily Divorced Season 2 will premiere for the first time in the country. The other four shows are 3rd Rock from the Sun, Archer, The IT Crowd and the epic, Doogie Howser.

Ferzad Palia

The channel claims to be the exclusive owner of these properties, except for Archer, which is an animated series running on FX. 3rd Rock from the Sun is a story of a group of aliens who have come to the Earth for a study, while Doogie Howser talks about a teenaged genius' problems of growing up.

While Hot in Cleveland is a tale of 40 friends entering Cleveland, Key and Peele has a live studio; Happily Divorced is back for Season 2. The IT Crowd is a story of two socially awkward men in IT.

The channel targets various audience segments with the newer shows. Ferzad Palia, senior vice president and general manager, english entertainment, Viacom 18 Media, says, "These shows have been a success in the West and have proven to be great content. In the mix of programming, while Archer will cater to the younger audiences, shows like Happily Divorced will take care of the middle aged."

The channel plans a 360-degree marketing plan for the same, with out of home, digital, below the line, TV (network channels) and print playing major roles.

The channel may launch a few India-based shows in the next six months. Refusing to give any further details about the local content, Palia adds, "We are planning a couple of India-centric shows, too."

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