The Paramount Comedy Channel has appointed Maher Bird Associates to its advertising account, worth an estimated 2m.
The move comes after the cable and satellite channel split with its previous agency, Quiet Storm, in January.
Maher Bird is preparing a campaign for early March using press, posters, cable and satellite TV.
The agency was appointed by Paramount’s acting marketing director Martin Mikah Cruz, formerly the channel’s marketing manager.
Paramount’s media buying is through Booth Lockett Makin, which, is understood to be unaffected by the move.
Cruz replaced Dan Brooke, who left the channel in August last year to become Channel 4’s first head of marketing and development for pay television services.
Brooke was responsible for the launch of the terrestrial channel’s film service Film Four last November, as well as other pay TV services in development.
Paramount has built up a strong niche position among young upmarket adults. Its reputation is based on showing reruns of well-established comedy series such as Cheers, Friends, and Fraiser.
According to Independent Television Figures it has a 0.2 share of viewing, which is the same as Sky Sports 3, and higher than Live TV and CNN.