“This next go-round we’re going to have to figure out some sort of revenue stream, so it makes more sense,” Mr. Seinfeld said.

The first 10 episodes of “Comedians in Cars” contain no advertising and appear free on the Sony Web site Crackle and at comediansincarsgettingcoffee.com, the show’s own site. The format is a talk show of sorts that features Mr. Seinfeld riding around in vintage cars with friends in the comedy business, making detours to converse over food and coffee. Steve Mosko, the president of Sony Pictures Television, said that almost as soon as Mr. Seinfeld’s new show began appearing, “high-end advertisers were banging on our doors” seeking some level of sponsorship. But, he said, Mr. Seinfeld did not want to turn the first season “into something that gets cluttered.”

Mr. Seinfeld said he was taking ideas that held personal interest and adapting them for the Internet. “I thought of all the things I liked,” he said, which included almost anything about cars, talking with other comics, and coffee in its various forms. He put that together with his observation that all around him “people were watching stuff on phones and pads,” and he concluded, “Well, this is stuff I like, and this could be a match.”

Besides, he said, the show might have special appeal for “comedy geeks,” who “were missing a little piece of the puzzle — the kind of idiotic relationships that we have that are a big part of this life.”