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

The Mississauga, ON-based media company’s application for a new Category 2 service, to be called Curv TV, is currently before the CRTC. 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 is women aged 18-34.

Launch date estimates for the new channel are pending the outcome of the licence application, according to Raja Khanna, co-CEO of Glassbox TV, who says the company has already begun discussions with carriers in regards to the new channel.

Glassbox says 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.

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.

From Media in Canada