[Wine] Trouble loading TVersity service

[Zoso]

TVersity seems to have no problem running under Wine, but when I try to load the service, there is a message saying the service cannot be found:

andy at Zoso:~/.wine/drive_c/Program Files/TVersity/Media Server$ wine "C:\Program Files\TVersity\Media Server\MediaServer.exe" -start
preloader: Warning: failed to reserve range 00000000-00010000
fixme:mixer:ALSA_MixerInit No master control found on MPU-401 UART, disabling mixer
Starting TVersity Media Server...
Unable to start TVersity Media Server - Service does not exist (0x424).

There is an entry in the registry for this:

[System\\CurrentControlSet\\Services\\TVersityMediaServer] 1209849820
"DependOnGroup"=hex:00,00
"DependOnService"=hex:54,00,63,00,70,00,69,00,70,00,00,00,41,00,66,00,64,00,00,\
  00,00,00
"DisplayName"="TVersityMediaServer"
"ErrorControl"=dword:00000000
"ImagePath"="C:\\Program Files\\TVersity\\Media Server\\MediaServer.exe"
"ObjectName"="LocalSystem"
"Start"=dword:00000002
"Type"=dword:00000110

and if I try to use net start I get:

andy at Zoso:~$ wine net start TVersityMediaServer
preloader: Warning: failed to reserve range 00000000-00010000
Could not get handle to service.

Not sure where to go.... any ideas?

Thanks in advance!

Andy