Ordinary guy Ed Pekurny (Matthew McConaughey) agrees to star in a new reality-based TV show which will follow his life twenty-four hours a day. The show isn't much of a success, until Ed begins to fall for Shari (Jenna Elfman), the girlfriend of his brother Ray (Woody Harrelson). Suddenly the ratings soar, but Ed is irked to find his life is being manipulated by an eager media and the scheming network executives.