A massive through-the-line marketing plan with innovations across TV, print, outdoor, radio, below the line, and digital will be unveiled shortly. The plan will also involve strategic partnerships with lifestyle touch points the target audience frequents like coffee chains, theatres, clubs, gyms, salons, shopping destinations and other hangouts. The brand will extend itself beyond television into Live events, merchandising and availability on mobile platforms.

"At pubs, we are hoping to introduce 24 hours happy hours as that is what we represent. At chemists, it would be something to push across the ‘laugh it off' motto. For each medium, we are planning something unique. We have partnered with the Comedy Store too. We are planning for live events off the channel in some time as well," said Palia.

From multi-award winning shows like The Daily Show with Jon Stewart and South Park, along with global hit shows such as Saturday Night Live, 30 Rock, The Office, Seinfeld, The Wonder Years and That 70s Show, the channel boasts of some of the biggest titles in its programming line-up. The channel will have a mix of all genres within comedy, ranging from sitcoms to sketch comedy, British comedy, stand-up and gags.

"Most of our content is going to be original. The USP of our channel is the 24-hour comedy content. People will know what ever time they tune into the channel, they will have a laugh. We are sure of that," added Palia.