Priestley to star in new TV comedy

Jason Priestley will send up his clean-cut image for a new Canadian comedy about used car salesmen set to debut in 2010.

Priestley , best known for his turn as earnest teen Brandon Walsh in the 1990s-era teen soap Beverly Hills 90210, will star in Meet Phil Fitz, a forthcoming pay TV series set to film in Halifax.

He portrays the titular character, a "morally bankrupt" used-car salesman who must deal with a do-gooder new colleague.

The series offers the Vancouver-born performer "a great chance to get back to Canada and flex some comedic muscles," Priestley said in a statement.

"The writing is sharp, edgy and so fast it leaves you gasping for air. You don't often have a chance to get paid to be morally bankrupt."

Written and executive produced by Sheri Elwood, Meet Phil Fitz is being produced by E1 Entertainment, Amaze Film and Television and Big Motion Pictures. It is set to air on Canadian specialty TV channels Movie Central and the Movie Network.

In addition to acting roles in productions like defunct shows Love Monkey, Tru Calling and in the recent U.K.-Canadian remake of The Day of the Triffids, the 40-year-old Priestley has been building a name for himself behind the camera.

He began tackling directing during his 90210 stint, but has since helmed episodes of 7th Heaven, The Secret Life of the American Teenager, the new 90210, The Lake and documentaries about Barenaked Ladies and The Road Hammers.