Faced with falling ad revenues and disappointing viewing figures, what do you do? If you're MTV, you launch an outrageous new show about a boy with a huge penis.

The comedy, titled 'The Hard Times of RJ Berger', will premiere this summer - and the top brass at MTV are already hugely excited about its potential.

Speaking to the Los Angeles Times, MTV General Manager Stephen Friedman said: "For me, [the show] speaks to where we need to go as a network. It's smart, refreshingly candid and really captures what our audience wants: a nuanced, multilayered portrayal of their lives."

Of course, it is also about life with an extraordinarily large penis - something many Male Edge customers will know all about. But creator Seth Grahame-Smith insists that the penis, more often than not, takes the back seat (well, it does need a seat of its own, after all).

"For all the raunchy jokes and sexually explicit situations RJ finds himself in, we actually do try to have him do the right thing," he said. "It's just a noisy way to do a story about growing up."

'The Hard Times of RJ Berger' is not the first TV show to feature a well-endowed lead. Last year, we told you about the incredible HBO series  - which has proved to be a massive success worldwide.

Whether 'The Hard Times of RJ Berger' follows suit - or is just a pale imitation - remains to be seen.