• by David Goetzl  @dgoetzl, July 11, 2013

Comedy Central is adding a paid element to its CC: Stand-Up brand. After launching a free app last month, the network is debuting an opportunity to view full, uncut standup specials for $5 a pop.

Tabbed CC: Stand-Up Direct, specials are available via streaming or download. Some 22 hourlong specials are part of the first wave with comedians including Comedy Central star Daniel Tosh and JB Smoove. Specials in coming months will be made available not long after the debut on the cabler.

The free CC Stand-Up includes content from 700-plus comedians from the Comedy Central vault. A “recommendation algorithm” can help users find other appealing comedians. Axe signed as the initial sponsor.

Comedy Central has looked for some time to expand beyond its TV presence with extensions, notably a recent SiriusXM channel.

Ooyala is offering the tech backbone for Stand-Up Direct. The company’s platform has been used by ESPN, Bloomberg and Pac-12 Enterprises.

Like many entertainment brands, Comedy Central will have a presence at Comic-Con later this month, including panels for “Workaholics” and “Futurama.” The network will also tape a stand-up special in San Diego during the event and host a party at the Hard Rock Hotel.