Baron Cohen appeared during two-minute sketches as his fashion reporter Brüno on the Paramount Comedy Channel during 1998. He shot to fame with his comic character Ali G, a fictional stereotype of a British suburban male "chav" who imitates urban black British hip hop culture and British Jamaican culture, as well as speaking in rude boy-style English with borrowed expressions from Jamaican Patois. Hailing from Staines (a suburban town in Surrey, to the west of London), Ali G started appearing on the British television show "The 11 O'Clock Show" on Channel 4, which first aired on 8 September 1998. A year after the première of the show, "GQ" named Baron Cohen comedian of the year. He won Best Newcomer at the 1999 British Comedy Awards, and at the British Academy Television Awards he was nominated for Best British Entertainment Performance.