That whole Being John Malkovich field of comedy, where you get celebrities to play some grandiose, pompous version of themselves, was good for a laugh as far as Ricky Gervais' Extras, or maaaybe even Entourage (depends on who's making the cameos).

But in itself, the celebrity-as-self joke doesn't play unless the person in question is legitimately, and recognizably famous, or Neil Patrick Harris.

So it's a problem when Michael Eisner, once king of Disney, but now just another speculator in web videos and trading cards, has his boys combine his two favorite interests to make a vanity project based around his life:

A comedy series about executives trying to bring innovation to a baseball-card company feels autobiographical coming from Eisner, who actually bought Topps last year for $380 million with the mandate of rejuvenating the brand. Of all the subjects Eisner's digital studio, Vuguru, could have devoted a Web series to, he just happened to pick another company he owned. In addition, Eisner himself is a recurring offscreen character in "Topps."

How to get Internet famous, according to Mike Esiner:

• Make a lot of money by running Disney.

• Buy a baseball trading card company.

• Finance a digital service that sounds a lot like Hulu, but a lot less popular. Then start denouncing Hulu all the time for being corporate sellouts.

• Get your video people to make a web series about your card company.

• Make sure everyone knows who Alec Baldwin character of this 30 Rock premise is (it is you, Michael Eisner).

• Voila?

The web series, Back on Tops, is supposedly pretty funny if you like baseball. So if you balls, and Mike Eisner, does he have a show for you.