CBS has turned to Michael Cera for advice on how to attract new viewers, and how it should be distributed. Cera will be charged with producing a TV series for CBS’ Internet outlet, Innertube. The Good Life will be a mockumentary about two aspiring television producers who are convinced that their show is the next big thing. Cera, who says he doesn’t even watch television anymore, convinced executives to let him edit his series on a college campus, rather than at the network’s studios.

“We have a little more freedom, without them hanging over our shoulder.”

Cera is a firm believer in commercial free content. But how will they generate revenue?

CBS Invests in a Star Who Doesn’t Watch TV [npr]