Noah laughing all the way to 2022

Pretoria News Weekend - - NEWS - LU­CAS SHAW

Two years after re­plac­ing Jon Ste­wart as host of The Daily Show, Trevor Noah is rid­ing high, at­tract­ing the largest au­di­ences of his ca­reer and get­ting a long con­tract ex­ten­sion.

Com­edy Cen­tral, owned by Vi­a­com, said yes­ter­day it ex­tended Noah’s run as host of the late-night progamme through 2022. The com­pany also asked the 33-year-old to take on year-end spe­cials and has made him an ex­ec­u­tive pro­ducer of the forth­com­ing late show The Op­po­si­tion.

“We never had any doubts or lack of con­fi­dence, but as he’s done the job he just keeps el­e­vat­ing,” Com­edy Cen­tral pres­i­dent Kent Al­ter­man said.

That suc­cess is wel­come re­lief for a net­work that’s strug­gled in re­cent years. Like MTV and BET, two other Vi­a­com net­works, Com­edy Cen­tral has lost view­ers to on­line com­peti­tors Netflix and YouTube, and its prime-time rat­ings con­tinue to suf­fer. The par­ent com­pany, which has un­der­gone its own man­age­ment up­heavals in the past cou­ple years, re­cently pulled Com­edy Cen­tral shows from Hulu.

A rel­a­tive new­comer to The Daily Show who wasn’t all that well known to US view­ers, Noah was a con­tro­ver­sial choice to suc­ceed Ste­wart two years ago. More-pop­u­lar Daily Show dis­ci­ples – Stephen Col­bert, Samantha Bee and John Oliver – left to host pro­grammes on other net­works. An­other, Larry Wil­more, didn’t last as suc­ces­sor to Col­bert at Com­edy Cen­tral.

While Noah strug­gled at first, he gained trac­tion with view­ers by blend­ing his sharp, worldly sense of hu­mour with re­peated at­tacks on a ripe tar­get for many co­me­di­ans: Pres­i­dent Don­ald Trump. In the past cou­ple months, Noah taped seg­ments ti­tled Trump Has No Idea How to Han­dle North Korea, Pres­i­dent Trump: America’s S**tti­est Miss America and Ivanka Trump’s Fake Fem­i­nism.

The au­di­ence for The Daily Show has grown 14% in the past year and 6% among view­ers ages 18 to 49, a de­mo­graphic ad­ver­tis­ers favour. None of Noah’s late-night com­peti­tors – even the surging Col­bert at CBS – has man­aged both feats.

On a nightly ba­sis, he’s av­er­ag­ing 1.51 mil­lion to­tal view­ers and 672 000 in the 18-to-49 group, ac­cord­ing to the net­work.

Mean­while, Com­edy Cen­tral’s prime-time rat­ings have slumped about 6%. The net­work is hop­ing the re­turn of South Park and Broad City, as well as new pro­grammes like The Pres­i­dent Show will re­verse that trend.

It’s also dis­cussing fresh ideas with Noah.

“Trevor is just a pro­lific brain,” Al­ter­man said. “He’s al­ways spin­ning ideas.” – Bloomberg

Com­edy Cen­tral has ex­tended Trevor Noah’s run as host of the late-night pro­gramme to 2022.

Newspapers in English

Newspapers from South Africa

© PressReader. All rights reserved.