Michael Cera, Sarah Silverman launch YouTube channel Jash at SXSW (Video)

By Daniel S Levine,

Sarah Silverman, Michael Cera, Tim Heidecker, Eric Wareheim and Reggie Watts have joined forces for Jash, a new comedy channel for YouTube. The channel was launched this weekend at SXSW.

Last fall, YouTube announced that it would be expanding its original programming and Jash was one of those channels. In an interview with The Hollywood Reporter at SXSW, Silverman said that they had hoped to call it “Josh,” but someone took that already. So, they went with “Jash,” which stands for “Just Attitude So Hey,” if you want to believe that.

“Literally, we were at a restaurant and Tim [Heidecker] said, 'Just attitude!' Which is so Tim,” Silverman said. “And then Michael Cera said, 'So...hey?' Which is so Michael Cera.”

Silverman said that while they will collaborate on videos, each comic will have his or her own page. “This is what we think is funny. It may not be your cup of tea, but there’s no testing involved, there’s no second-guessing of what a 14-year-old boy would like. It’s just a place to do stuff and fail or not fail,” the Wreck-It Ralph star explained.

Silverman’s first project will be a “French film noir trailer,” while Cera is working on a 25-minute short film.

Cera later promised "Quality over quantity."

According to Deadline, Jash is being produced by Daniel Kellison (Jimmy Kimmel Live!), Doug DeLuca, Mickey Meyer, and Fullscreen Inc.

The first video, posted Sunday, is an epic intro:



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