The OTT operation, created by former GlassBox TV founders Jeffrey Elliot and Joseph Arcuri, is prepping a range of niche streaming content, including a guitar focused offering.
It said Finkelstein will be instrumental to it developing brand partnerships for this part of the business.
The new board member is a Canadian Music of Hall of Fame inductee and a well-known figure in Canadian music circles.
“Bernie’s well-respected career as a leader in the music industry will be invaluable to our Board of Directors and executive team as we get ready to launch our first App-based streaming service focused on Guitars later this year,” said Jeffrey Elliott.
“His substantial knowledge and expertise will play a significant role in the creation of original, premium content and member experiences.”
Finkelstein added: “Over the last few years, general entertainment streaming services have seen tremendous growth and TableRock Media’s vision to offer niche content to passionate audiences is truly next generation thinking.”
The Guitar Channel will be a subscription-based app and launch later this year.