Josh Schwartz has made his name chronicling the young, pretty, and privileged on TV, first with The O.C., then with Gossip Girl. But after his Girl found unexpected success online -- new episodes routinely top iTunes' most-downloaded chart -- Schwartz, 32, pitched his latest beautiful brainchild, "Rockville CA," to TheWB.com as a series of five-minute Webisodes. "Kids are going to college with laptops, not TVs," says the former USC frat boy. "I figured, Why not?" Not that he's swearing off old media: His as-yet-untitled Gossip Girl spin-off debuts this fall on the CW, and he's directing a new film version of Jay McInerney's Bright Lights, Big City. -- by Dan Macsai