A half-hour weekly cryptocurrency show produced by the content marketing joint venture of an ASX-listed blockchain company will start airing on Sky Business and Apple TV next month, as well as on the website and social media channels of the storied Wall Street Journal. Which is, for better or worse, just peak 21st century.

Coincast Media's Coincast TV, which starts next month, is the result of a joint venture between $70 million bitcoin investor and blockchain consultant DigitalX and content marketing firm Multiplier. Its executive producer is former Bloomberg TV host Heidi Cuthbert, who has so far hired Bloomberg's former "chart of the day" presenter Dan Petrie and former Sky, Seven and ABC presenter Diana Dorahy, who'll be based in Hong Kong.

But the best story involves the host, newcomer Chris Masters Mah, who got the gig because he happened to pick up Cuthbert in his Uber as she headed off from an unsuccessful casting call. She was so impressed by her chatty driver, a Bitcoin-obsessed, Mandarin-speaking, American-accented journalism graduate (she wants the show to have a global appeal) that she gave him a screen test. Mah, an actor when he's not driving Ubers, passed with flying colours.

Chris Masters Mah in front of his Uber. Supplied

It's all about the hustle ...