Birmingham-based DJ Tim Shaw has set up a new broadcasting business to dispel the myth that London is the only place in the UK capable of making great television.
The White Room uses local talent and is designed to be a complete antithesis to the type of programming emerging from the capital.
The White Room studio is something of a throwback to the days before production companies believed that everything had to be interactive.
"TV has become so caught up in the technology that, to me, it's lost its entertainment value. Just because something is high tech doesn't mean it is better," said Mr Shaw.
Everything to do with creating the studio through to the production of the TV programmes has been done using non-industry professionals. The only exceptions are the lighting and the editing. The set was built by a carpenter and plumber more used to working on kitchens and the camera work is being done by a previously unemployed single mum.
"I wanted to give local people the opportunity and in the process prove that TV production is not the rocket science that some people in London pretend it is," said the Kerrang! presenter. The shows he produces also challenge the current thinking of what makes good television.
"The studio is bare; the show is all about the real people not fancy plasma screens. I interview doctors, ex-soldiers, interesting people who've had amazing experiences, not celebrities talking about trivia - I'm sick of that. Let's face it, it's dull, " he added.
He first had the idea five months ago and has received help from Business Link West Midlands in getting the project off the ground.