Vincent Burke has led filmmaking company Top Shelf Productions since 1988. His resume as a producer includes more than 600 hours of non-fiction programming: from long-running consumer programmes Target and What's Really in Our Food?, to media analysis show Media 3, (formerly Media 7), and one-off documentaries Cinema of Unease, Velvet Dreams and I Want to Die at Home. In 2012 it was announced that Top Shelf productions was the major shareholder in new free-to-air channel Choice TV, with Burke as one of the directors. The channel launched on 28 April that year with entertainment, information and lifestyle content.