Britain's premier comedians will descend on Brighton in October to tickle a few ribs for two weeks during the city's first comedy festival.
Staged at the Brighton Dome, the Pavilion Theatre and the Corn Exchange, it will be a stand-up showcase for established talent and fledglings on the comedy circuit.
The event, which is hoped to become an annual fixture, was the idea of William Burdett-Coutts, artistic director of Edinburgh's Assembly Rooms, one of the city's top venues during the Fringe Festival.
He has secured more than £1 million sponsorship from the Paramount Comedy Channel, spanning a five-year period.
Already confirmed for the Brighton festival, which will run from October 8 to 19, are Lee Evans, Jenny Eclair, Howard Marks, Peter Kay of TV series Phoenix Nights, Phill Jupitus and unique act Puppetry of the Penis.
Brighton-based Steve Coogan is also expected to make an appearance.
Mr Burdett-Coutts said: "I thought Brighton would be a great place to do it because it's a natural for a festival.
"The Brighton festival is great but it is limited in terms of comedy. To make an event happen you need to concentrate it in one space. The Dome is a fantastic venue.
"I've been working at the Assembly Rooms for 22 years so I know a lot of agents and artists, which is essential when you're trying to organise something as big as this."
As his mother lives in Shoreham, Mr Burdett-Coutts has a good knowledge of the area.
He said: "The aim is for this to be the biggest comedy festival outside Edinburgh."
He expects it to be such a success as to rival internationally-renowned festivals such as Montreal and Melbourne, which attract comedians such as Dennis Leary and Joan Rivers.
A Brighton Dome spokeswoman said: "We have a simple ambition, which is to make the Paramount Brighton Comedy Festival the premier comedy event in Britain."
For tickets, call the box office 01273 709709.
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