Australia is getting its own version of CollegeHumor via a new partnership between its parent company Electus Digital and Turner International, a division of Time-Warner.
Aussie comedy vet Giles Hardie has been appointed managing editor of the new site, which will mix local content developed from a Down Under perspective with existing programming produced by CollegeHumor’s U.S.-based editorial team.
As part of the partnership, Turner International (which includes such cable networks as CNN, Cartoon Network, Boomerang and TCM) will be responsible for editorial development, as well as growth and monetization of the site. It will work with multi-platform media company Authentic Entertainment to offer brand integration opportunities for companies in the Australian marketplace. Electus senior director of strategy and operations Natalie Mayslich, who helped architect the deal, will work closely with Hardie and the Turner and Authentic teams to manage the partnership.
Founded in 1999, CollegeHumor targets the 18–49 demo with a regularly-refreshed supply of videos, pictures, articles and jokes.