Rich Fulcher, the Mighty Boosh and Snuff Box actor, is to star in a new Channel 4 studio sitcom pilot.

That's Rich, a sitcom script which has been written by the actor, will be set around a struggling family-run porn shop.

Fulcher will play Rich, the owner of the store who is finding it hard to keep the business afloat given strong competition from the internet.

Channel 4 explains: "Rich runs an increasingly unsuccessful family-run porn shop on a quiet high street. Ever since the internet took off and made online porn slightly more appealing, there has been a distinct lack of customers in the shop.

"Rich is convinced the internet is just a phase and can't understand why people would prefer to go online rather than visit his porn emporium, which has been passed down from generation to generation.

"The shop is neighboured by a hipster hair salon/art gallery overseen by the ludicrously cool Fantasio and a jacket potato shop run by Rich's best friend, the potato-obsessed Dalton.

"Armed with a business studies diploma and an obsession with The Apprentice, Rich's son Alistair has ambitions to push the shop into the 21st century. The only obstacle in his path, however, is his dad, a proud Luddite who is stuck in his ways.

"Rounding off the cast is Margaret, an over-officious community police officer who constantly tries to keep the high street 'classy' and finds Rich's shop an unwelcome nuisance to her master plan."

Not intended for broadcast, the pilot is being made by King Bert Productions - the production company set up by Miranda Hart and David Walliams - this spring.

Commissioner Nerys Evans said this week: "It's very exciting to be working with King Bert as they have such a wealth of experience making brilliant studio comedy. Rich Fulcher is a rare and brilliant force of nature with real funny bones; it'll be amazing to capture his fantastic energy on screen."

Executive Producer and King Bet co-founder Jo Sargent explained: "The last time I saw Rich perform live, I laughed so much I had red wine coming out of my nose so it's really exciting now to be doing a studio pilot with him and I am delighted that this will be our first Channel 4 production."

David Walliams adds: "I first saw Rich perform at the Edinburgh Festival Fringe 20 years ago and I am delighted to be finally working with him. He is one of the funniest and most unpredictable performers out there."

Rich Fulcher says: "I am so excited to get an opportunity to do a show with the team at Channel 4, the home to cutting edge comedy...and I plan to do a lot of edgy cutting. Everyone at C4 is so receptive to the show - think Steptoe And Son set in a porn shop - and I feel like we're in another renaissance of great, original programming.

"Jo Sargent has had such a wealth of experience exec producing some of the greatest comedies in UK history, I feel like all I have to do is be myself - I mean - act like a proper gentleman."

That's Rich is not the first sitcom to be set in the world of adult retail shop. In 2012 the short-lived satellite channel Loaded TV produced and screened 7 episodes of Sexxx, a low-budget comedy set in a sex shop and inspired by Open All Hours, with a cast list including real-life porn stars such as Ben Dover.

News on whether That's Rich will be given the green light is expected later this year.