Comedy site opens doors to amass greater scale
My Damn Channel is converting its business into one of the growing ranks of multichannel networks on YouTube.
A pioneer in the still nascent category of digital original programmers, My Damn Channel has spent nearly six years producing its own comedic series, some of which have achieved cult status including “Wainy Days” and “You Suck at Photoshop.”
But now My Damn Channel is looking to broaden beyond its own slate to distribute comedic content from other talent already producing programming online. By adopting the MCN model, the company will be able to offer advertisers traffic at much greater scale.
“We focused in the early years of the company on quality above quantity,” said CEO Rob Barnett. “Ultimately, every business wants to grow its audience, and now we’re offering a lot more creators to get the kind of career building that we’ve done since 2007.”
The My Damn Channel Comedy Network will split revenues with content creators who sign one-year non-exclusive deals in exchange for promotion and distribution s upport. In addition to its YouTube presence, My Damn Channel will continue to operate from its dot-com.
MCNs have been a growth category on YouTube over the past year, as companies including Machinima, Maker Studios and Fullscreen have amassed huge audiences by aggregating anywhere from dozens to thousands of channels. While comedy is well-represented in their ranks, none will be focused on series programming for the genre.
Among programming that will join My Damn Channel will be “Running Late,” a late-night talk show starring The Onion writer Scott Rogowsky shot live at the People’s Improv Theater in N.Y.