Morning television rock star and self-confessed finance nerd David Koch has paired up with video content agency Brand New Media to produce a new digital channel dedicated to Australia’s entrepreneurial spirit – Thr!ve.

Koch said of the new channel, which his family business Pinstripe Media is co-owner of: “We’re a channel and a brand that really encourages success.”

He said the content would be aimed at “really encouraging people and helping them to be their own success, but also trying to bring inspirational stories that encourages people to be that new breed of entrepreneur, but do it in a way that’s really informed”.

Brand New Media, who represent free to air channels 4ME, TVNZ and EXPO, as well as online channels winevine.tv, healthy me, I-do.com.au and mysurf.tv, said the best way to launch the initiative was with video.

BNM owner Perry Smith said Thr!ve filled a niche in the booming online video market. According to budget papers, Australia has the second highest proportion of small business owners and entrepreneurs in the world. Only Uncle Sam, the original land of opportunity beat us to the title.

The initiative also stems from predictions by BrainShark that internet content will be 74 per cent video by 2017.

Koch said that traditional forms of advertising “just don’t perform as they once did”.

While Perry said that 90 per cent of marketers that implemented a content marketing strategy say it’s successful.

Thr!ve will be published on BNM’s own platform and amplified via social channels to get in front of its audience, Smith said.

The first episode of Thrive can be viewed here: