Comedy Central teams with Live Nation on venture
In its latest brand-extension efforts, Comedy Central has teamed with Live Nation to launch a monthly standup showcase at the House of Blues. Cabler also announced Thursday it has ordered a third season of Web-generated series “Atom TV.”“Comedy Central’s House of Comedy Live From House of Blues” will debut April 16 at the Boston branch of the club chain. That event will be one of at least two showcases taped for air on the cabler at a later date. “This deal creates an important platform for us to launch new comedy touring talent, as well as showcase established comedy stars,” said comedy prexy Geof Wills of Live Nation, which owns House of Blues. The deal calls for cross-promotion between House of Blues and Comedy Central, with network advertisers offered sponsorship opportunities. Comedy Central first teamed with Live Nation on a tour featuring Lewis Black, Dave Attell and Mitch Hedberg, and the partnership later produced tours for Mike Birbiglia, Drew Carey, Dave Chappelle, Stephen Lynch, Demetri Martin, Carlos Mencia and Wanda Sykes. A tour starring Gabriel Iglesias debuted last month. The third-season premiere of “Atom TV,” airing at 2:30 a.m. Mondays, will come in the spring. In addition, MTV2 (the Viacom sibling of Comedy Central and Atom) will begin airing a 15-minute best-of series, “The Atom Show,” on Fridays at 11:15 p.m. Each features original Web content developed by Atom.com, plus viral videos. Comedy Central has also spun off the Atom online series “Five-On,” which aired on season one of “Atom TV,” into “Ugly Americans,” premiering on the cabler March 17.