Making music on a shoestring

Ricky Newby (left) and Thane Kirby, in the control room at Alt TV. Picture / Martin Sykes

Wanted: one plumber prepared to offer services in return for advertising on an emerging music television station.

Like most start-ups, Auckland's newest free-to-air TV station (which began broadcasting last week), hasn't got much money to throw around - and that's a problem when the toilets pack up.

But Alt TV founders Thane Kirby and Ricky Newby see challenges, not problems.

"Tell them we'll do contra deals for air-conditioning, deck builders and timber. Oh, and maybe a plumber," says Kirby. "It smells when it gets hot."

It's a station put together with the TV equivalent of No 8 fencing wire and largely staffed by volunteers from local film schools and polytechnics. But considering Alt TV went to air just five months after Kirby thought it might be a good idea, the mix of electronica, alternative, rock and jazz it is now pumping out on to the airwaves is quite some achievement.

Although Auckland already has two music TV channels, C4 and Juice TV, they are the equivalent of "The Edge and ZM on air", says Kirby. "We're going to fill the niche for alternative music and alternative entertainment."

He believes there is definitely room for another music TV station.

"I found in radio that people's musical taste has widened," says Kirby, adding that was partly due to greater access to music through the internet. Alt TV will show otherwise unseen videos, old and new. It won't be about Top 40 hits, but nor does Kirby want it to focus on any particular genre. "We're into variety."

He hopes instead to attract the "appointment viewer" - with fans of particular genres scheduling particular shows into their lives.

The fledgling broadcaster will likely benefit from Kirby's experience as a founder of alternative radio station George FM. That started in 1998 and now has annual turnover of about $2.5 million, according to Kirby. He has also worked in TV before. Newby, meanwhile, is the promoter behind events such as dance party DeepHardNFunky. The station will cover such events as part of a strong live component.

Alt TV has obtained a free-to-air TV frequency - channel 62 on the UHF band - through BCL, a subsidiary of state-owned Transmission Holdings. Channel 62 reaches more than 900,000 people in the Auckland area: the challenge will be getting them to tune in.

It took about $300,000 to start up Alt TV - money coming from an angel investor after the banks refused. It costs about $60,000 a month to stay on air and Newby hopes the station will break even next month. "We're almost there."

It already has a major sponsor. A fridge-shaped like a giant can of V stands alongside a water-cooler and a table in an otherwise empty reception area.

"Advertisers are coming to the party: V jumped on pretty fast - they've got some cool events for us to make into TV," Kirby says.

Shows are hosted by 36 presenters. Apart from one or two names, like a rock show hosted by Nicky Watson, they are largely unknown. They'll get paid when their show attracts a sponsor.

It's the same volunteer culture that helped grow George FM. "That means having milk in the fridge and beer on a Friday," says Kirby, who clearly appreciates the support.

But it is a commercial enterprise and, with Sky Television's $30 million bid to buy Prime New Zealand putting a value on that UHF channel's viewers, Kirby thinks Alt TV may have planted its flag on valuable territory.

"BCL said with our potential viewership, the frequency we have is worth in the $4 million range," says Kirby. "We're just waiting for [Rupert] Murdoch to take us to lunch."