Trevor Noah’s new run on “The Daily Show” will be based on Comedy Central – but his first night behind the desk will also be seen on MTV, VH1 and other networks also owned by parent Viacom.

The program will be broadcast across all of Viacom’s networks, said Michele Ganeless, Comedy Central’s president, in a meeting with reporters Friday.

The network sees Noah as “the next evolution in the franchise that is ‘The Daily Show,'” she said.

The promotional maneuver shows Viacom putting its content bandwidth behind one of its flagship programs. The company recently employed a similar technique  to broadcast its most recent edition of the MTV Video Music Awards.

The majority of advertisers on the show’s first night will appear on all the networks on which it is broadcast, said Jeff Lucas, the executive who oversees Viacom’s ad sales, in a brief interview.

Advertising for the new Noah-led program is “sold out for weeks,” Lucas said. Sponsors have been attracted to the idea of a fresh face at the front of a program that has a established  history.