Turner International has announced a partnership with United States-based Electus Digital to launch comedy website CollegeHumor in Australia, marking the first time CollegeHumor has launched with local content outside the USA. Already a popular brand among Australians, CollegeHumor Australia will offer localised editorial content in addition to existing CollegeHumor content created by the US-based editorial team.
Turner International has appointed Authentic Entertainment to manage CollegeHumor’s commercial operation in Australia. The alliance provides a new platform for Australian advertisers to reach a desirable demographic—particularly 18-34 year olds—with comedy. Shane Rahmani, General Manager of Electus Digital and CollegeHumor, said: “The official launch of CollegeHumor Australia furthers our mission of global comedic world domination. Today Australia becomes a funnier place as CollegeHumor has arrived and we couldn’t imagine better partners to bring our brand to life down under than Turner International and Authentic Entertainment.”
As part of the strategic partnership, Turner International will be responsible for editorial development as well as growth and monetisation of the site in Australia, and will work together with Authentic Entertainment to offer commercial opportunities and innovative content marketing solutions for brands. Giles Hardie has been appointed managing editor of the new site, bringing with him two decades of involvement in the Australian comedy scene including experience in comedy writing, performance and video production.
He will work closely with CollegeHumor’s US-based editorial staff to maintain a consistent voice across the CollegeHumor brand. Natalie Mayslich, Senior Director of Strategy and Operations, will work closely with Hardie and the broader Turner and Authentic teams to manage the partnership on behalf of Electus Digital.