The Stage

ITV2 starts £10m hunt for new comedy

Published Tuesday 2 January 2007 at 15:40 by Liz Thomas

ITV2 is launching its £10 million push into comedy and calling for scripted pieces, sitcoms and sketch shows.

The broadcaster is increasing investment in new programming by a third and comedy has been earmarked as a priority. The move comes at a time when the network is keen to attract audiences to the genre, which it has found notoriously difficult to break into.

Zai Bennett, controller of ITV2, told The Stage: “I want comedy that is right for our viewers - the 16-24 demographic. I want to change people’s perception about what the channel offers. We have done that in part with imported hits such as Entourage and The Office: An American Workplace but we do need original comedy. Right now we are keen to look at scripts, try things out and get more things into development.”

Bennett also pointed to new series Comedy Cuts - billed as a talent show for upcoming writers and performers - as an example of the fresh commitment to finding new stars. It features 40 performers and is a mix of stand-up and sketches, as well as interviews with 2006 if.comeddie award winners Phil Nichol and Josie Long. 

The network has struggled to find a comedy hit in recent years. Former director of programmes, Nigel Pickard, even admitted: “The biggest joke about ITV’s comedy is there isn’t any. We are walking a tightrope. This is foreign territory for ITV. We need to experiment but it is not easy.”

However, since director of comedy and entertainment Paul Jackson was appointed last year, he has commissioned a number of new shows for ITV, including Benidorm starring Johnny Vegas, and The Abbey, starring Russell Brand and Marti Pellow.