It’s tough to penetrate beyond a university coed, post-college, or fratacular demographic when you have a brand with a name like CollegeHumor. So, if you do have a brand with a name like CollegeHumor and you want to appeal to individuals outside of the 15 million or so monthly visitors who frequent your internet destination and fit into the aforementioned demos, what do you do? You create a spinoff brand with a different name.
Jest.com is the just-launched progeny of CollegeHumor.com, birthed onto the web by the company’s newish CEO Paul Greenberg and helmed by long-time and familiar CollegeHumorer Jeff Rubin. The new comedy destination will attempt to appeal to 18 to 49-year-olds by way of aggregating access to a handful of popular television programs (including 30 Rock, The Daily Show, Modern Family, The Simpsons, and more), compiling viral videos from the web and other CollegeHumor properties, and producing two to three Jest original videos per week.
Landline TV is in charge of that latter part. CollegeHumor tapped the New York City-based comedy trio and production company (comprised of Jared Neumark, Saj Pothiawala and Paul Briganti) as Jest’s original video team. They’re charged with producing “high quality topical videos that are responsive to the news cycle.” That includes shorts like the timely Too Much Moneyball and this evergreen funny-because-it’s-true look at the experience of discount furniture shopping at big-box Swedish stores with significant others:
The original videos from Jest are mostly one-offs for now, though I’m told a few potential web series are in the works. If you want to catch a glimpse of the kind of content that may be in store, Landline’s back catalogue filled with Neumark, Pothiawala, and Briganti’s prolific online video creations (including the popular Kids Reenact property) would be a great place to start. Elsewise, stay tuned to Jest.com.