ITV2 have ear marked £10 million this year in a bid to find the next big and brilliant British comedian.

The channel plan to use their expertise in reality TV shows and will launch a new programme called Comedy Cuts, a show for wannabe performers – and bosses are hoping it will help them unearth some comic geniuses. They have even signed up Channel 4 funny man Russell Brand to help get them started.

Zai Bennet, controller of ITV2, is determined to make his channel as famous for comedy as BBC2.

He told The Stage: “I want comedy that is right for our viewers – the 16-24 demographic. I want to change people’s perception about what the channel offers.

“We have done that in part with imported hits such as Entourage and The Office: An American Workplace but we do need original comedy. Right now we are keen to look at scripts, try things out and get more things into development.”