My Damn Channel, which launches today, marks yet another attempt by Hollywood professionals to capitalize on the burgeoning online video market by creating higher quality content that better meets the needs of advertisers.

My Damn Channel will feature material produced by comedian Harry Shearer, producer David Wain and music producer Don Was.

Former MTV and CBS Radio executive Rob Barnett created the site.

"The old media companies don't know how to program for this medium," Barnett said. "There is a focus on reruns and outtakes, and I don't think that cuts it."

Earlier this month, Sony made a similar move toward quality over quantity when it rebranded Grouper, its YouTube-competitor, as Crackle, a farm system for emerging Hollywood talent.