Why the long face? BoJack Horseman, the tale of an alcoholic horse, is the next original series from Netflix, featuring stars of Arrested Development and Breaking Bad.
Will Arnett is the mane attraction, providing the voice of BoJack, a washed-up ex-TV star who just happens to be of the equine persuasion. Breaking Bad star Aaron Paul is the voice of his sidekick, with Amy Sedaris off of that there US sitcom Strangers with Candy as Bojack's agent and former lover.
Created by relative newcomer Raphael Bob-Waksberg, the animated show gallops onto Netflix in the middle of next year. Like most Netflix original shows, it bursts out of the gate around the world at the same time.
Incidentally, if you're a fan of Will Arnett -- and who isn't? -- he lends his voice to The Lego Movie this summer, playing none other than Batman.
Netflix has got the bit between its teeth on original shows, making 2013 the year of original online telly. Netflix won a proper Emmy for its first original show House of Cards, and followed that with thoroughbreds including Orange is the New Black and Hemlock Grove. Netflix shows no sign of reining in the new shows, with the Wachowskis mounting up for a sci-fi series to follow The Matrix and the forthcoming Jupiter Ascending starring Mila Kunis, Channing Tatum and Sean Bean.
And the most ambitious Netflix project to date will be a set of four full 13-part series each based on a different Marvel comics superhero.
Rivals are keen to saddle up too, with Lovefilm backer Amazon producing its own shows and Sony suddenly remembering it owns a movie studio, promising original content for the PlayStation Network.
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