Description

The first branding document for
Comedy Central (neé CTV: The Comedy Network)

Written by Bill Burnett
for Fred/Alan, Inc., New York City
1991

After tens of millions in losses, MTV Networks' HA! The TV Comedy Network and HBO's Comedy Channel merged in 1991. Fred/Alan was HA!'s advertising agency and we were chosen to work at the poorly rechristened CTV: The Comedy Network. Our standard routine was to revisit the "brand" and make positioning recommendations which we did in 1991.

Result: Our argument, developed by agency Creative Director Bill Burnett, was that CTV should be 'Comedy Central' on cable television. The company liked that idea so much they renamed the network again and called it "Comedy Central."