Glassbox Television is attempting to add some femininity to its roster of predominantly male-oriented TV and web services.

The Mississauga-based media company’s application for a new Category 2 service, to be called Curv TV, is currently before the federal broadcast regulator. According to its application, the proposed service would offer programming related to everything from relationships, lifestyle and beauty, to trends and style. Its target audience would be women aged 18 to 34.

Launch date estimates for the new channel are pending the outcome of the CRTC’s review of the license application, but Glassbox has begun discussions with carriers in regards to the new channel, Raja Khanna, co-CEO, Glassbox TV, told MiC.

Glassbox said Curv’s programming would be drawn from categories including news, analysis and interpretation, professional and amateur sports and sitcoms. As with its existing Bite and Aux TV services, it said the channel would adopt a ‘multi-platform approach’ that includes a ‘state-of-the-art’ website in addition to its broadcast entity.

‘Curv will provide a much-needed voice in Canadian media to young Canadian professional women, mothers and teens aged 18-34,’ said the GlassBox application.

Glassbox has also applied for a French-language counterpart to its music-themed service Aux, which originally launched as a web entity and branded programming block on Bite, and was licensed by the CRTC in March. The channel is currently carried on Rogers Cable, and recently announed its fall programming lineup.

Glassbox is headed by co-CEOs Khanna and Jeffrey Elliott, and counts former Standard Broadcasting president and CEO Gary Slaight and former CHUM president and CEO Jay Switzer among its directors.

‘We have Bite and we just launched Aux, and there’s been incredible momentum with Aux,’ Khanna says. ‘Bite is a little bit more male-focused, Aux is more of a gender-balanced channel, and so it makes sense for our next channel to be more female-focused.’

The company is also making inroads in the agency community. It extended an existing agreement with WPP Group’s Mediaedge:cia earlier this year, and late last year inked a deal with Omnicom Media Group to develop integrated advertising opportunities for the latter’s OMD and PHD networks.

www.glassbox.tv