Laffer web bows ‘Net radio site

ComedyCentralRadio.com will feature original material

NEW YORK — Comedy Central unveiled the first leg of its digital strategy on Monday, creating a 24-hour-a-day radio station on the Internet featuring standup comedians performing material from the network’s library and from published CDs.

Netizens will be able to call up the site, ComedyCentralRadio.com, as of Monday. Netradio.com will distribute the site.

Site has a 24-hour Web radio competitor, ComedyWorld.com, owned by San Francisco-based Attraction Management.

But Comedy Central senior VP of enterprises and new media Ken Locker says the network’s brand (the cabler reaches 67 million subscribers) and its deep-pocketed owners (Time Warner and Viacom) will give Comedy Central a leg up in trying to establish a dominant position on the Internet.

One of Locker’s goals is to produce original programming exclusively for ComedyCentral.com by hiring the actors on existing series to perform dialogue written especially for an Internet extension of the episodes that run on the network.

The extra, Internet-only material, Locker says, could include “the backstory of some of the secondary characters on ‘Strip Mall,’ ” one of Comedy Central’s successful original series.

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