With the literary crowd already locked in via its perennially popular Canada Reads competition, the CBC is expanding its book-club prowess with the recent launch of a new web portal, CBC Books.

The hub of the new property is CBC.ca/books, where literary types can access book info, author interviews, news and reviews. The website also functions as a social hub for book lovers, with Twitter feeds, Facebook connectivity and a Book Club channel that offers themed podcasts and encourages commentary on the books being discussed.

The Book Club concept also has a channel for children, which is sponsored by TD Canada Trust, called the TD Kids Book Club. The sponsorship is an extension of the FI’s title sponsorship of the 2010 Canadian Children’s Literature Award, which will be presented Nov. 9 in Toronto.

Additional sponsorships, contest promotions, branded content opportunities and display advertising opportunities are also available on the site.

CBC Books primarily targets adults 35 to 54, with a secondary target of 25 to 54.