Easy to Assemble was often hailed as a success story in the star-crossed world of original Web content. The show featured Hollywood actress Illeana Douglas and a seemingly perfect fit with sponsor Ikea as an integral part of the programming without it coming across as heavyhanded. In a sea of one-off amateurish shows and forgettable projects from the TV world, Assemble attracted big-name actors like Jeff Goldblum, Jane Lynch, Tom Arnold, Ed Begley Jr. and others. Its first season, in 2008, attracted a million viewers. Ad executives often cited it as one of the best examples of branded entertainment online — the show takes place in an Ikea, where a fictional version of Douglas has supposedly given up acting and taken a job.
So why was Easy to Assemble missing for two years before inking a deal with My Damn Channel to return this fall?
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