Digital broadcaster GlassBOX Television is putting the AUX before the cart as it launches its latest interactive, cross-platform channel online before it secures permission for a Canadian broadcast berth.

Toronto-based GlassBOX says AUX, a web channel to showcase new and established music artists, will debut on Nov. 24 at www.aux.tv. The strategy is to entice young music fans with mobile content, VOD and podcasts as GlassBOX pursues an application currently before the CRTC to launch AUX as a Category 2 specialty channel.

‘It’s important that AUX is launching online, on TV and on mobile, as today’s young audiences want the content they like to be available everywhere,’ GlassBOX co-CEO Raja Khanna, says of the launch strategy.

A weekly two-hour block of AUX-branded programming will also air from Nov. 24 on BITE TV, the first multi-platform channel launched by GlassBOX since its own debut last June.

The digital broadcaster was launched by Khanna and co-CEO Jeffrey Elliott, and has among its investors former Alliance Atlantis Communications executives Ted Riley and Peter Sussman, and broadcast executives Gary Slaight, Jay Switzer and Stephen Tapp.