Starting Oct. 22, there will be a lot more smile and a little less snarl in Glassbox Television’s formerly male-focused Bite TV.

The Category 2 channel has rejigged its programming lineup – following CRTC approval in June – and retooled its logo to focus almost exclusively on comedy. Whereas previously the channel featured edgy young-male-focused content such as HoTTT TopiXXX, Film Riot and Hardcore Kitchen, the channel will now have a 90% focus on comedy programming and a 10% focus on ‘light entertainment,’ a spokesperson for Bite confirmed yesterday.

The new format officially debuts Oct. 22 at 7 p.m. in approximately 4.5 million households across the country. The new target demographic for the channel is equally male-female, 18 to 49.

The new look is being promoted with a radio buy across Astral stations with 30-second spots and social media including its Facebook fan page, Facebook paid advertising and Twitter. The channel will also be featured as a free preview on 10 carriers across the country, including Rogers, Shaw, Bell TV and Cogeco from Oct. 22 to Nov. 30.

The popularity of the channel’s comedy programming led to the decision to pursue the format full-time, Glassbox Television co-CEO Jeffrey Elliott said in a release.

‘Comedy is the natural evolution of our brand,’ he said. ‘For the past five years, we’ve featured sketch, stand-up, and improv, and those programming successes lead us to the decision to focus on comedy full time.’

Primetime programming will include It’s Always Sunny in Philadelphia, Arrested Development, Mumbai Calling and Rick Mercer’s Made in Canada.