Comedy Central Studios Arabia ready to roll

By Mimi Turner

LONDON (Hollywood Reporter) - MTV Networks International has teamed with Abu Dhabi-based twofour54 to launch Comedy Central Studios Arabia, which will develop and produce local Arabic-language comedy content for the Middle East, the companies said Tuesday.

Headquartered in twofour54's offices in Abu Dhabi, capital of the United Arab Emirates, Comedy Central Studios Arabia will focus on original content including stand-up, sketch shows and sitcoms, aimed primarily at the 18- to 49-year-old Arabic audience. The venture also will draw upon Comedy Central's library of international formats to produce localized versions for the Arabic market.

Twofour54 CEO Tony Orsten said the project would unlock "untapped creative potential in the region" for the first time."

MTVNI's executive vice president of emerging markets, Bhavneet Singh, said the broadcaster had identified "a significant appetite" for local comedy content in the Middle East."

"Working together with twofour54, we aim to make Abu Dhabi the home of Arabic comedy production," he added.

(Editing by SheriLinden at Reuters)