By Justin Worland
March 10, 2016

Louis C.K. is starring in the new show Horace and Pete, but you wouldn’t know it if you’re not paying close attention. The comedian released the show, which also stars Steve Buscemi, Alan Alda and Edie Falco, on his own website and didn’t promote it.

“With Horace and Pete, I haven’t asked anybody to watch it,” C.K. said on Jimmy Kimmel Live! “I haven’t even told anybody it’s on the air. This is the first time I’ve told anybody out loud with my voice.”

C.K. explained that he doesn’t like promotion strategies adopted by other television programs that give away too much of the show before viewers actually have a chance to see it.

“I just want it to appear,” C.K said. “I just wanted it to suddenly appear.”

The show is set in a Brooklyn bar run by Buscemi and C.K. “Mostly it’s like Cheers,” said Kimmel, “if everyone there were depressed.”

Write to Justin Worland at justin.worland@time.com.

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