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Laughable Web site exchange


October 30, 2007 In an unusual strategic about-face, the brand plans to move its Internet-only original programming off Comedycentral.com and onto AtomFilms, a Web site that Viacom acquired in 2006. Now the network has come to realize that its brand might be working against itself online, where established media players are being challenged by upstart brands. "Comedy Central is viewed as a renegade on TV, but is it a renegade on the Web?" said Erik Flannigan, executive vp digital media at MTV Networks.

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