Paramount Comedy Channel puts media business on review

Paramount Comedy Channel is reviewing its £2 million media

planning and buying account.

The business has been handled by BLM Media for more than four years.

Paramount is in the process of drawing up a shortlist and will hold

pitches in one month.

Paramount's creative business, which is with TBWA/London, is unaffected

by the review. Paramount said it would ask BLM to repitch for the


Recent advertising activity for Paramount has focused on a branding

campaign using the strapline: "Comedy is Paramount." BLM has also

developed media and ambient activity for individual programmes, such as

Spin City.

A Paramount spokesman said: "We have been working with BLM for three or

four years now and it has done some fantastic stuff but, just as a

process of producing effective marketing, we want to see who else is out


Paramount, a digital and cable channel which broadcasts on platforms

such as Sky Digital and ITV Digital, was launched in 1995 as a joint

venture between Viacom and BSkyB.

It was rebranded as Paramount Comedy Channel in 1997 to focus more on a

comedy positioning.

BLM was brought on board to handle this repositioning by Dan Brooke, the

then marketing director. The review is being handled by the current

marketing director, Chris Hancocks.

Creative and media for other Viacom channels, including Nickelodeon and

the Paramount Home Video business, are handled separately. Roose &

Partners and Roose Media work for Nickelodeon. Delaney Lund Knox Warren

& Partners and Optimedia work for Paramount Home Video.

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