If the content of BoomBoxBaby.ca turns out to be as dynamic as its catchy moniker, Toronto-HQ’d Corus Radio will have a hit on its hands in terms of engaging the 12-17 crowd in a new way. Broadcasting exclusively on the web with plenty of user-generated on-air content, the station will feature popular personalities and content from Corus Entertainment’s powerhouse brands – YTV, Kids Can Press and Corus Radio. It will carry an eclectic music mix – ranging from Top 40 and indie rock to hip hop and rap – with programming hosted by teens and young adults.

Linked from ytv.com and other youth-focused websites, BoomBoxBaby.ca will broadcast 24 hours a day in three looped eight-hour blocks, with an after-school anchor block running from 4 p.m. to midnight. The program lineup includes: Plugged In, an hour-long weekly program hosted by YTV’s Sugar and Carlos, movie reviews from YTV’s ZAPX host Simon, a regular author series and Kids Can Press Book Club, plus character-driven features from Nelvana’s animated series 6teen.

A cross-divisional initiative led by Deep Sky, Corus Radio’s national marketing and programming arm, BoomBoxBaby.ca will be supported by streamed audio and online spots and as-yet-unnamed sponsorships. Online awareness-boosting promos will run on YTV, CMT and W Network’s websites. The new broadband station will get even more exposure if plans to add it to Corus’ digital music service, Max Trax, pan out.