"What we feel like we're doing is creating, in some ways, an industry first," Kutcher told Reuters. "A show that couldn't find its legs on television, we believe can find its legs on the Web."

Using his own production company, Kutcher created "The Beautiful Life" as a show that looked at the underside of the modeling industry, including its cut-throat competition.

YouTube and Kutcher are banking on the TV-level quality to attract viewers in a crowded Web landscape that has plenty of expensively made reruns, but not a lot of high-end original content.

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