HOLLYWOOD — Shia La-Beouf fantasizing about sex with a Transformer.

Amy Poehler advising viewers to "get stoned" before her film "Blades of Glory" because "it'll be funnier." Robin Williams lobbing F-bombs in foreign accents for "The Night Listener." Doesn't sound like studio-sanctioned movie publicity. But in the free-for-all world of the Internet, that's exactly what it is.

No Good Television is a www.YouTube.com favorite precisely because it shows celebrities riffing wildly about drugs, sex and anything else, while somehow also promoting their latest films. Imagine "The Daily Show's" straight-faced shtick with "Superbad's" raunchiness and you get No Good Television.

It's a brand that fits perfectly online but could end up on mainstream media; it was picked up recently by Endeavor's Ari Emanuel, who sees it as a late-night show that will upend the staid celebrity interview for the most bankable and elusive demo: 18- to 34-year-old men.

"The good thing about those guys, they're not E! channel where it's gossip," said Emanuel, whose clients include such boundary testers as "Borat's" Sacha Baron Cohen and "Curb Your Enthusiasm's" Larry David. "They just let (celebrities) be natural. That's the differentiating factor. ... They make it easy. They make fun of the right things. It's what guys go to."

It doesn't hurt that No Good's primary host is Carrie Keagan, whom Thomas Haden Church pegged as a "smart Pamela Anderson." She's a Buffalo, N.Y., native who came to Los Angeles a few years ago to become a music promoter. Instead, she landed a regular on-camera gig interviewing the stars for the small TV production company in Beverly Hills that later became No Good Television.

NGTV.com launched in February, but the site didn't take off until its clips were posted on www.YouTube.com in May. Aside from the Web site, No Good Television is a self-contained production company with in-house music composing, animation, puppetry, a makeup artist, a stylist and a vast content library, much of it uncensored music videos. www.NGTV.com features more than a dozen other online shows, but Keagan's "UpClose" and "In Bed With" are its cornerstones.

GROUP SEX OR WHATEVER

It's Keagan's effervescence, cut with a razor wit, that creates the freewheeling sensibility in the junket interview. She puts actors in the right mindset to, say, banter about group sex or — as Matt Dillon did for "Factotum" — muse on the conspicuous absence of pubic lice since the waxing craze.

"Why can't all the interviews be like you?" Dillon told her.

Even during the PG-rated "Shrek the Third" interview with Cameron Diaz and Mike Myers, Keagan managed to devolve the chat into an R-rated discussion of "happy endings." Even Myers — Mister "Fat Bastard" — was squirming in his seat.

"How come I feel like I'm on the set of 'Hee-Haw' right now?" Myers asked the camera.

It's a startling change for the stars, noted Keagan. "They do sit in those junket rooms for what feels like days answering the same questions over and over again," she said. "I think it's a nice break to be able to cut loose; instead of going in there with 20 bullet points, I'm trying to be conversational and just have a moment with them that I think they'll respond to."

On one hand, No Good Television shows a cruder side to A-list actors than what's shown on mainstream TV. It feels risque and completely spontaneous, so viewers don't feel like they're being spoon-fed studio rhetoric.

On the other hand, it's tame compared with the galaxy of tabloid Web sites and TV shows competing for the next gruesome celebrity train wreck. Interviews steer clear of gossip. No personal questions are asked, and the celebrities are always in on the joke. Studio executives can vet footage if they're worried an actor went too far. (An NGTV spokeswoman said that has happened only twice.)

Kourosh Taj, NGTV's co-president and head of programming, put it bluntly: "We want to help them sell their product."

BOOZE ON TAP

No Good Television is housed in an enormous but nondescript old bank building. Inside it's lit like a nightclub and every few weeks the staff hosts a party there. Next to a modest set where the crew shoots more than three segments a day, there's a red mohair bar, fully stocked.

The vibe is very basement rec room, circa 1978. Some walls are purple. Some are covered in red mohair. In one hallway there's an air hockey table. The celebrity "holding area" is decked out with massage chairs.

Downstairs, a team of designers assembled the site's sophisticated animation — the animated NGTV mascots are a beaver and a rooster — and developed a video game component for an XBox Halo 3 promotion.

One notable absence from the building is co-host Shark Firestone, who wears a bushy afro, mutton-chop sideburns and a "Superfly" getup. His monologues generally involve outrageous tales of unbridled excess and weird sex and cannot be quoted in a family newspaper.

NGTV's Endeavor deal is an especially sweet coup for Taj and co-president Jay Vir. Despite some high-profile investors — Kiss' Gene Simmons and Al Cafaro, former chairman and chief executive of A&M Records — they struggled for years trying to find the right home for No Good Television. There was a failed attempt to take the company public last summer. They nearly closed a deal with In Demand to make NGTV a pay-per-view channel but pulled out because it wasn't a good fit.

Then YouTube's popularity exploded, and they decided to take NGTV online. In April, a promotional trailer for the site debuted at the National Association of Broadcasters conference in Las Vegas that positioned NGTV as antidote to censorship, racism and xenophobia. Taj posted NGTV clips on www.YouTube.com to draw people to the site in May, and they immediately ranked among the most-viewed. Last week, Taj said, the site's 54 clips surpassed 70 million views on www.YouTube.com. Keagan's interview with Baron Cohen as Borat topped them all. In that segment, she fawned over the Kazakh reporter and sat on his lap, inspiring a typically cringe-worthy Borat moment. That clip received more than 3.8 million views.