Newspaper i is to launch its second phase TV campaign on 9 January, featuring comedian Ronni Ancona and created by McCann London.

Also featuring comedian Mark Steel, who is a columnist for The Independent and I, the ad will be aired in two formats of 20” and 30” commercials and will run throughout January and February across Channel 4, ITV, Five, Sky and ITV2.

Stefano Hatfield, editor of i, said: “The new TV ad campaign reflects i’s unique position of offering readers a quality daily in a concise format, for just 20p. We look forward to continuing to meet the needs of those who are rushed for time but demand the highest quality, editorial content.”

The ad, directed by Howard Greenhalgh, will feature during weekday breakfast TV, peak time midweek programming and on Sundays.

Andrew Mullins, managing director of Independent Print Ltd, said: “We wanted to continue the momentum we achieved with the i’s TV ad campaign in 2011.

“The new campaign now starts to leverage some of the Independent's more renowned and especially relevant attributes of trust and modernity as well as building on i’s unique values of conciseness and value for money. We hope it will continue to grow the number of people buying Independent content in print form.”