Greenstar Lighting, Inc. (fka GRLH)

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We "should" see more info next few weeks until then read this >>>http://www.nashvillecitypaper.com/index.cfm?section_id=10&screen=news&news_id=53853

Conversation with a Leader
By William Williams, [e-mail]
December 29, 2006

Keith Dressel is chief executive officer of Nashville-based Adrenaline Nation Entertainment Inc. He oversees the finding, signing and promoting of musical talent and has personally helped generate more than $4.1 billion in music sales. Dressel has produced 29 gold records, 26 platinum albums, and 85 gold singles.

Core Records, Dressel’s former label, was named Alternative Rock Label of the Year three times as well as Independent Country Label of the Year. At Core Records, he signed Collective Soul, Hootie & The Blowfish, and Sublime, among others.

Dressel took AMP TV, the predecessor to Adrenaline Nation, from a startup to 24 million households in nine months.

Adrenaline Nation recently set up new state-of-the-art TV production studios including three sound stages and two blue screen rooms as well as two green rooms. Dressel hopes to grow revenues to exceed $7 million by the end of 2007.

Examples of ANTV highest-profile programs include Producer’s Workshop, Music Row Moguls, Legal Briefs, and Independent Artist Spotlight. Other original programs include Pressure Blocks, showcasing hot new independent artists, music videos and bands worldwide; Bong’s Heavy Hits; On the Road with Broadway Choppers; Adrenaline Sports News; Live to Ride (which takes viewers into the pen with America’s premier bull riding talent); HWA Adrenaline Wrestling; Sheriff Hege’s What’s in the Garage (which finds automotive gems “hidden” inside American garages); and HWA Adrenaline Wrestling.



Why did ANTV choose to locate its headquarters in Nashville?

We chose Nashville because it is the third largest entertainment capital in the United States. and because it provides a large and experienced talent pool of both independent rock and country music recording artists. Additionally, there is a large group of talented production staff — for example, camera operators and editors — along with talented show hosts, to choose from.

How does ANTV plan to compete with and differentiate itself from other music channels like MTV and Country Music Television?

By focusing on underexposed independent and unsigned artists and by providing programming that is niche oriented and targeted at the 18-34-year-old viewer. Our programming dives more deeply into the music culture than any other music television channel and provides independent and unsigned artists an additional outlet to expand their own audience and fan base.

How many homes are you currently available in and how rapidly do you expect to be able to grow your audience?

Adrenaline Nation TV is already available to 27 million households throughout the United States. We expect a rapid growth in our viewing audience by supplementing our current distribution with additional carriage to exceed 50 million in the United States by September 2007, through the top 75 cable multiple system operators in the United States, and by creating an additional international distribution system.

When could the international distribution system be finalized and is there a projected price tag?

We’re in negotiations right now and should close by the end of February. Australia will be one of our main markets.

Are you doing anything innovative in terms of delivering your programming content to multiple handheld devices? How did you secure the rights to do this when other channels have had difficulty doing this?

All ANTV content is formatted to be distributed to homes via Broadband Internet, IPTV, Digital Cable, WiFi, SMS, and High Definition and Mobile TV. ANTV will soon announce its partners with respect to delivering our programming content to the multiple handheld devices. We will soon offer a substantial interactive component along with our Internet, television, and handheld devices. ANTV has had virtually no difficulties in attaining distribution for our networks. We have met with most of the major cable carriers and co-ops, and to date we have not encountered any systems that were not interested in carrying our programming.

How do you find the talent for show hosts??

We found the talent for our show hosts through mainly our friends in the entertainment business in Nashville who have been kind enough to provide us with leads. We selected the best hosts for each one of our music video blocks and programs and are very happy with our selections. I look for a unique presence in each individual host, something that says, “Hey! Watch me because I am going to make this show fun for you.” I also look for the entertainment knowledge of each host and pair them to the shows that they are most in tune with in order to make the viewing experience as fun and enlightening as possible. Nashville has been an excellent area for us in recruiting talented hosts, locating expert and talented camera operators, editors and all other creative types to build a solid, aggressive production staff that works as a team to economically, effectively and creatively produce music blocks and other shows.