The NorthWest Broadcasting Company's flagship cable channel, True TV, has suffered a catastrophic slide in their ratings in the two years they have been on the air. So, in a desperate attempt to boost the ratings, they cultivate a new concept in programming--putting one ordinary person's life on cable 24 hours-a-day. They pluck a boyish, goofy video store clerk named Ed to be the star of the show. Within a week, Ed has become the blockbuster hit of the TV season. However, celebrity has a price, which Ed learns when the show begins to strain his personal relationships. Now Ed must find a way to end his ordeal, cancel Ed-TV, and return to the normal life he lead before fame made him a daytime, nighttime and primetime superstar.