AUSTIN -- Ask Sarah Silverman the meaning of "Jash" -- the name of the new YouTube comedy network launched on Sunday at South by Southwest -- and the comedian says it stands for, "Just Attitude So Hey."
Not really. Jash is just a slightly askew version of "Josh," their first choice, which was already taken. The acronym came later, over dinner with Silverman's co-founders: Michael Cera, sketch duo Tim Heidecker and Eric Wareheim, and rap-comic Reggie Watts.
"Literally, we were at a restaurant and Tim said, 'Just attitude!' Which is so Tim," Silverman told The Hollywood Reporter over a barbecue brunch shortly before the site's official kickoff. "And then Michael Cera said, 'So...hey?' Which is so Michael Cera."
The impressively pedigreed group jumped at the chance after being approached by Google to produce material for a new online laugh destination, somewhere that offered them carte blanche to produce their brand of experimental comedy.
Pulling the levers are two TV heavyweights -- Jimmy Kimmel Live! co-executive producer Douglas De Luca and Daniel Kellison, a former Kimmel executive producer and creator of shows like Crank Yankers and The Man Show. The pair see great potential in Jash as a comedy incubator, and predict future crossovers with Kimmel's ABC talker.
Until then, Wareheim says what Jash visitors can expect a "bullshit-free experience."
"Quality over quantity," adds Cera.
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