[03/13/06 - 12:00 AM]
Comedy Central Rolls Out the Network's First Multi-Platform Launch for "Mind of Mencia" Second Season Premiere

[via press release from Comedy Central]

Comedy Central Rolls Out The Network's First Multi-Platform Launch For "Mind Of Mencia" Second Season Premiere

Platforms Includes Broadband, Mobile, Video-On-Demand, Pay-Per-View, iTunes, DVD, On-Air And Live Tours

"Mind Of Mencia" Season Two Premieres On Wednesday, March 22 At 10:30 PM

NEW YORK, March 13, 2006 -- COMEDY CENTRAL has unveiled its first fully-integrated multi-platform marketing and programming initiative for the Wednesday, March 22, launch of the second of season of the network's hit series "Mind of Mencia."

"We are completely in tune with the changing way our audience is consuming entertainment," said Richard Loomis, senior vice president, marketing and brand strategy, COMEDY CENTRAL. "The season two premiere of 'Mind of Mencia' is a great example of how COMEDY CENTRAL is coordinating content and promotion across all of our media platforms and businesses to connect with our audience everywhere they go."

The "Mind of Mencia" multi-platform roll out includes on-air programming, a 50-city stand-up concert tour, broadband, mobile, iTunes downloads, Video-On-Demand and Pay-Per-View programming and DVD releases. Each of these distribution platforms will feature unique components for reaching the COMEDY CENTRAL audience.

Digital efforts for "Mind of Mencia" include content on mobile, iTunes and broadband. The mobile content launches Wednesday, March 15 with Mencia ring tones, ring backs, wallpaper and video clips available on multi-carriers. COMEDY CENTRAL will also launch an online marketing campaign, driving users to the Mencia section at the comedycentral.com Mobile Storefront.

The network recently added Mencia's "COMEDY CENTRAL Presents" special to its current iTunes "COMEDY CENTRAL Stand-Up" line-up and it has been among the top downloaded TV Shows along with the network's other content. This week, COMEDY CENTRAL added the "Mind of Mencia" season one episodes to their iTunes catalog and all of season two episodes will be available for download on iTunes the Monday following the network's Wednesday night airing.

COMEDY CENTRAL's broadband channel "MotherLoad" is once again the premiere location for viewing exclusive video content from both seasons of "Mind of Mencia." Viewers will get never-before-seen clips, the �Mencia Minute,� plus a weekly Q & A video clip in which he answers questions from audience members and from the Web site, behind-the-scenes video as well as the season one DVD extra footage. comedycentral.com users will also be able to play a Mencia game and download IM icons and wallpapers. The �Mind of Mencia� sitelet will also contain a photo gallery and episodic information.

COMEDY CENTRAL's Live Tours are a growing business for the network. It is another example of taking the COMEDY CENTRAL brand beyond the boundaries of television to reach its core audience. For the "Mind of Mencia Tour," the network is taking a two-phase approach for the comedian and his show. Phase one, Mencia is on a tour going primarily to colleges and casinos and running through March 31. Phase two of the "Mind of Mencia Tour" will include a 50-city tour, sponsored by Sierra Mist that will launch in the third quarter.

Another component of the Mencia multi-platform launch is airing "Video-On-Demand" and "Pay-Per-View" programming through the network's cable partners. Featured content includes "Mind of Mencia" sneak peeks, quickies and behind-the-scenes video footage that will be available on the MSO's "On Demand" platforms. In addition, COMEDY CENTRAL is working on a deal to premiere the uncensored "Carlos Mencia: No Strings Attached" one-hour special on "Pay-Per-View."

To coincide with the season two premiere of "Mind of Mencia" on March 22, COMEDY CENTRAL Home Entertainment will release "Mind of Mencia Uncensored Season 1" on DVD on March 21. Extras on the DVD include bonus material such as deleted scenes, outtakes and never-before-seen backstage "diary" footage.

"Mind of Mencia� is based on Mencia�s unique point of view of the world including such topics as ethnic stereotypes, race relations, immigration, war, patriotism, capitalism and family and is presented with brutal honesty and unrelenting provocation. The show includes Mencia�s comments on pop culture and current events, man-on-the-street interviews, commercial parodies, as well as interaction with the studio audience.

  [march 2006]  


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