19 Quotes by Benny Fine

From early on... we really looked at the Internet as a whole new way to provide storytelling and entertainment.

A mockumentary is supposed to be real, and we were frustrated with mockumentaries on TV, which are so rampant because of the success of 'The Office.' It's not real. You watch and ask why is there even a crew there. They never set it up in the narrative. You have a documentary crew following families for reasons we don't understand.

There will be four ancillary shows on the MyMusic channel, and we'll be updating an entire blog with up-to-the-minute music news. You can visit it like BuzzFeed or Pitchfork and get album reviews. It's all as part of the sitcom experience, written by the characters.

We look at 'MyMusic' as the future of the sitcom.

We'll be reporting music news every week and have real bands coming and performing on 'MyMusic,' interacting with the fictional cast as though they were real.

It's very rare for the Internet to have a successful narrative show like 'MyMusic.' It's really a case study for what is the future of the sitcom.

That's part of the 'MyMusic' idea: things that work online are the things that don't stop. If you go off the air for a long time, there's a concern about losing certain fans and momentum.

As a creator, I want my content to be where people can watch it.

Really study what types of formats have been working online that you resonate with: get a feel for what works in the current ecosystem of online video. Sometimes, that passion-project you really want to do is not the way to start.