These days you can hardly enter and exit a coffee shop without someone in line asking you to subscribe to their podcast. It’s like the new version of getting handed a mixtape on every corner of Los Angeles or New York City. So ABC couldn’t have picked a better time to launch a new TV series based off a podcast about the experience of making podcasts. Meta, right? “Alex Inc.” stars Zach Braff as Alex Schuman, a seasoned radio professional who hops aboard the podcasting train to create his own podcast company and take audiences along for the ride to experience the plight of the entrepreneur.

It’s the first mainstream attempt to adapt a podcast for television, and ABC couldn’t have picked a more interesting story to tell — because it’s not really about podcasting.