Former Heat editor Sam Delaney has joined the UK arm of Comedy Central to launch a British rival to Will Ferrell's comedy website, Funny or Die.

Delaney, who hosts radio shows on TalkSport and BBC London 94.9, has been appointed editor in chief – digital for Comedy Central UK.

He will commission original comedy content for a new entertainment site that Comedy Central said would feature "a variety of funny videos, lists, quizzes and articles featuring big name celebs" alongside clips of shows from Comedy Central programmes in the UK and US.

Comedy Central will announce a name for the site, which will have its own distinct branding, at a later date.

Jill Offman, managing director of Comedy Central UK, said: "Having worked on youth brands such as Heat, Sam is exactly the sort of person I want on board to help deliver our digital vision.

"His expertise in engaging with 16 to 34 [year-olds] will be instrumental in helping us create a digital offering that our young audience will really love and want to actively participate in."

Funny or Die was created by Ferrell and his long-time collaborator Adam McKay's production company Gary Sanchez Productions in 2007, with a mixture of original and user generated content, joining forces with HBO a year later.

Delaney said: "Comedy Central has always been the home of TV LOLs and I'm very excited about making it the home of internet LOLs as well.

"We'll be providing a platform for comedy fans to watch, enjoy and share all types of funny stuff, ranging from viewer videos to material from well-known writers, performers and filmmakers. Plus, we'll be roping in some random celebs to make fools of themselves for our audience too."

Delaney was appointed editor of Bauer's Heat magazine in 2009, stepping down 15 months later to write a book and work on a TV show for Comedy Central, which is owned by Viacom.

A writer and broadcaster, he has also written for the Guardian and the Observer and is a regular voice on the Guardian's MediaTalk podcast.

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