The Provo company has signed a new contract with NBC that calls for it to sponsor the program and to provide marketing and research. In return, the program serves as a marketing tool for the company’s website-based business that sells access to records and other tools to uncover family histories.

The first season of the series that debuted in March featured the stories of seven celebrities including actress Sarah Jessica Parker, NFL great Emmitt Smith and filmmaker Spike Lee. Also featured was actress Lisa Kudrow, who helps produce the show and who convinced NBC to create the program in the United States after seeing the British version.

CEO Tim Sullivan said the company was looking to do something similar this next season as it did in the last in which its website was shown as a celebrity was researching her or his family history.

“It was not something that felt out of place, and it very effectively moved the story along,” said Sullivan.

In its latest filing with the Securities and Exchange Commission, the company said an increase in subscribers to the website was “primarily as a result of increased interest in Ancestry.com stemming from NBC’s release of the U.S. version of the television show “Who Do You Think You Are?”

Sullivan said beyond the bump in subscribers, the company views the TV series as “something that could, over the long term, really change the basic level of awareness” about family history research.

Ancestry.com’s shares finished the day Thursday at $18.80, or down 81 cents. The company’s 52-week high was $21.35.

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Fast Company: You were on the biggest sitcom of the last 20 years. Why do a Web series?

Lisa Kudrow: It’s just really cool and fun, so why not? That’s how I always felt about independent films. If it doesn’t work out, no one’s gonna see it. If it does work out, then that’s really great. Because you don’t have the restraints that are normally imposed [when you're targeting the masses].

FC: You get more freedom?

Kudrow: In terms of developing entertainment, things don’t cost as much on the Web, so you can keep developing your program for longer periods of time [with minimal financial risk]. And that’s something that you can’t do so much on TV anymore, because for the networks and studios, the stakes are just way too high.

FC: How did you wind up working with Lexus?

Kudrow: They had wanted to start [online content hub] L Studio, and a production company came to us and said, “Do you wanna do something? You’ll have complete creative control.” Meanwhile, I had come up with the idea for Web Therapy. So [my team] just said, Alright, as long as they’re asking, we can do it here.

FC: How did they define “complete creative control”? Never asking you to plug their products?

Kudrow: We actually didn’t have a Lexus [on the show] until the third season. When we first started working with them, they actually said, “You don’t have to say Lexus. In fact, don’t.” L Studio seems like it’s more about affiliation than integration.

FC: Meaning the best branded content shouldn’t feel branded.

Kudrow: Right. With certain shows I watch, like Top Chef, one season they were driving around in like Toyotas or Lexuses. But that wasn’t a focus of the show. So I was just like, Oh, good for them. Oh, they’ve got the same taste I do. Then I feel a little better about the Lexus I drive around in.

FC: Did Lexus give you the car for free?

Kudrow: No, oh god no. [laughs] I already had one. But let’s also not forget, that hey, could ya? Throw a Lexus in there?

FC: Wouldn’t that be nice.

Kudrow: [laughs] No, I mean Lexus asked if we could throw a Lexus into Web Therapy. They just wanted to see the car at some point. So we do it in ways that work with the characters and the show. For example, Fiona gets really upset because her husband’s campaign manager is driving around in a Lexus convertible, and she’s being driven around in a van. “Why do you get a nice car and I get this?” That was little more heavy-handed, but in a way that was funny to us.

FC: What inside scoop can you give us on what’s coming up for Fiona on the Showtime show?

Kudrow: We’re going to meet her mother. The character’s name is Pussy Hodge, played by Lily Tomlin, who was unbelievably funny. Then we spend more time with Fiona’s husband Kip, so we see a little more about how that marriage works as she’s starting up a new endeavor. And just how she finagles, blackmails, extorts–whatever she can do to get this thing off the ground.

FC: So for the most part, Lexus lets you do your own thing.

Kudrow: Yeah, that’s why we signed on. And if it stays that way, then it’s great.

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The actor, who played Chandler Bing in the long-running comedy show, admits he would be keen for Jennifer Aniston, Courtney Cox, David Schwimmer, Matt LeBlanc and Lisa Kudrow to make guest appearances in an upcoming series of Mr Sunshine, Absolute Now online reported.

“People ask a lot about guest stars but we’re a little bit early for that. There’s a lot of talk about will I ask some of my former cast mates to be on the show, and I think ultimately, yes. In the third season then maybe some of them can come back,” he said.

However, the 40-year-old star is determined to make his new programme, which he stars in and created, a success on his own.

“I don’t want to use them as sort of a launching pad,” Perry added.

In the show, Perry plays sports arena manager Ben Donavan, who has a mid-life crisis when he turns 40.

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A few days after LeBlanc met with TV critics to introduce “Episodes,” set for January, Perry turned up to talk about “Mr. Sunshine,” a surrealistic comedy-drama in which he plays the self-absorbed manager of a small-time sports arena.

“The genesis of the show was all Matthew,” executive producer Mark Firek said. “He had an idea for his character and for the setting and this personal journey that he was about to go on. And he came to us, and we worked on it together and made it this office comedy with him at the center.”

Working with Aaron Sorkin on “Studio 60 on the Sunset Strip” made Perry think he’d like to try writing, he said. So far, he’s been hanging out in the writers room “all the time” and will sort out the division between writer and actor once shooting starts, he said.

But back to “Friends.” Nobody needed to ask what Jennifer Anniston (Rachel) is up to. So — Cox is working, Kudrow is working and now LeBlanc and Perry are working, too. So what about David Schwimmer (Ross)?

“Do you ever see David, and does he talk to you about his goals?” one questioner wondered.

“I have not seen David in a while,” Perry responded, trying not to laugh, “but I would assume he’s doing exactly what he wants to be doing. You know, he loves directing. He loves the theater. So he’s probably doing a bunch of that lame stuff.”

(For the record, post-”Friends,” Schwimmer has appeared on stage in London, Chicago and New York, voiced a character in the “Madagascar” movies and directed the movie “Run Fatboy Run.” TV viewers have seen him on “30 Rock” and “Entourage.”)

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