Comedycentral.com won't feature original internet-only content anymore. In what amounts to a strategic repositioning, the Viacom property will instead shift its web content to AtomFilms, according to a story in The Hollywood Reporter.

As early as next year, AtomFilms will serve as a comedy-oriented vertical channel for all of Comedy Central's digital brands, which include content featured on sites like TheDailyShow.com.

The decision to shift gears comes in the face of stiff competition from Break.com and FunnyOrDie.com. According to Erik Flannigan, VP of digital at Viacom's MTV Networks, Comedy Central's popular TV brand has become a liability online.

"Comedy Central is viewed as a renegade on TV, but is it a renegade on the web?" Flannigan asked. "I won't say everyone saw us as the Man, but our originals came to be seen as what wasn't good enough to get on television."

As for the competition, the online humor game has proved to be a fickle market. Earlier this month executives at FunnyOrDie confessed that they have had difficulty duplicating their meteoric success in clips that don't feature site co-creator Will Ferrell.