The CW’s upfront this week had some Canadian flavour, with the announcement that the U.S. net and Montreal-based Just for Laughs have struck up a new partnership.

Under the terms of the new deal, JFL will provide the CW with a two-hour broadcast special and the CW’s mobile platform CW Seed, with a new digital web series of JFL festival content and library stand-up content.

The deal is part of Just For Laughs’ strategy of “diving further into the stand-up space,” and securing its relevance and exposure into the future, Bruce Hills, COO at Just For Laughs, told Playback Daily.

“We’ve had a lot of exposure in the U.S. over the years,” Hills added, “but we’ve been looking for the best way to address the future. We felt that CW was not only a network that could offer us exposure on television but also has a multi-faceted attack, and can include us in that.”

CW Network, which targets a younger-skewing demo of 18- to 34-year-olds, will broadcast a two-hour primetime behind-the-scenes show from Montreal’s Just For Laughs Festival as well, which will also include stand-up performances from established and up-and-coming acts.