It's 5:00 p.m. in Santa Monica and the boys at the online video startup Bush League TV, who launch next week, are live online video-feeding one man's attempt to break the Guinness World Record for longest consecutive video game play. He'll be going for a minimum of 25 hours.

You can follow them on Twitter, or better yet, sit at home on your computer and watch a guy named Jim play the video game for you (for your convenience, it's embedded below). Huzzah!

Grand Theft Auto IV, which was released today, has been one of the most anticipated video games ever. CNET reports that "while it's too early to know exactly how many copies of GTA IV sold Tuesday, the game's launch day, anecdotal evidence suggests it will likely be one of the most successful launches in the entertainment industry's history--if not the most."

(Watch the Game Footage here)

h/t Boing Boing, neighbors to Bush League TV, for the 'Whores & Cars' line.