The Week: Advertising reviews - Paramount set for rebrand

Karmarama is to refresh the identity and provide marketing support for the rebranding of Viacom's Paramount Comedy to Comedy Central.

The agency will work with Viacom's in-house team to create channel idents, which will be filmed at key landmarks across the UK. Comedy Central, which is aimed at 16- to 34-year olds, launches on 6 April. It will show US comedy and stand-up as well as specially commissioned UK content.