Alliance Atlantis will spice up prime time on some of its specialty channels by airing some short-form content from Heavy.com, the online video brand targeting guys 18-34. Some shows will get their own time slots. Others will air as interstitials.

Behind the Music That Sucks will air Saturdays at 9:30 pm ET, premiering Sept. 8 on IFC. Superficial Friends, a show about self-important celebs Lindsay Lohan, Paris Hilton, Nicole Richie and the Olsen Twins, will air interstitially on Showcase Action. The Heavy Half Hour, a best-of-the-brand showcase, will air Saturdays at 9:30 pm ET, premiering Oct. 6 on Showcase Action.

The Heavy Half Hour programming includes the Top 10 show American Suck Countdown, extreme stunt and pranks show Blisster, slasher clip showcase Heavy Horror, news show The Kensington Report, Kung Fu Jimmy Chow, Tech Smart with Ron Jeremy and Workout from the Pen.

Heavy’s main broadband advertisers are Virgin Mobile, Molson Canadian and Coors Light, Honda, Warner Films, Paramount Films, Wendy’s, Nissan, Panasonic, Diesel, Axe, Sony and Nike.