MEDIA
10/24/2008 05:12 am ET Updated May 25, 2011

Lexus Launching Web Series Starring Lisa Kudrow

Lexus is making an ambitious foray into online entertainment with former "Friends" star Lisa Kudrow in the driver's seat.

The carmaker is launching an Internet-only branded channel Tuesday stocked with a full slate of original programming headlined by Kudrow in a shortform comedy series in which she plays a nutty shrink.

The choice of the Emmy-winning Kudrow for the lead role in "Web Therapy" should bring attention to what Lexus is calling L Studio, available at LStudio.com.

But the creation of a marketer-branded broadband channel also is bound to get attention given its only precedent: Bud.TV, a similar venture Budweiser kicked off after the Super Bowl in 2006 only to watch it fail after a reported $30 million investment.

"We learned from some of the mistakes that they made in the beginning," said Sandy Blanchard, owner experience manager at Lexus' marketing division, who oversees L Studio.

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