The idea is simple: Take Toronto radio station Edge 102's mix of "new rock" - music some refer to as "alternative" - and package it, piercings and all, for the TV screen.

The result, promises Edge TV program director Ted Kennedy, will be "a focused new rock broadcasting service" that will play videos by artists such as Blink 182 and Stone Temple Pilots most of the time, as well as show interviews, documentaries and concerts.

"Edge 102 is a highly successful radio station," Mr. Kennedy said, pointing out that the station has an appeal that extends beyond Toronto, thanks to the Internet.

Corus Entertainment Inc., which owns both Edge 102 and Edge TV, cites a recent Web radio marketing survey that put www.edge102.com in the top 15 listened-to radio sites in the world, and No.1 in Canada.

"We want to extend that brand ... right across the country," Mr. Kennedy said.

The music will largely mirror Edge 102's playlist, with an emphasis on the latest music. That means if you like Green Day, Korn, Staind or Limp Bizkit, and you like music videos, this may be a digital channel you will enjoy.

While Mr. Kennedy would not say much about how the new channel will fare against the old rock-video mainstay, MuchMusic, one of Edge TV's slogans sums up the new station's different approach: "No Britney all the time."

Indeed, Britney Spears and her teeny-bopper kind, prevalent on the pop charts and on Much's playlist, will not clutter up the gaps between videos from bands like Tool, whose track Schism is currently one of the hardest-edged pieces of music in heavy rotation on Edge 102.

Edge TV general manager Lori Rosenberg says in a press release that "EdgeTV guarantees viewers that they will never be subjected to pop music. This is a promise that we are not afraid to keep."

Mr. Kennedy said Edge TV will be largely a 24-hour video station at first but that it will work to develop its own programs, such documentaries and specials on bands or genres.

At the beginning, there will be Live on the Edge, which will start as a weekly packaged program and will piggyback off the popular Live in Toronto weekday evening program on Edge 102. The radio show features interviews with bands as well as live performances, music and concert news.

But there are plans for special segments produced for the TV version, and Mr. Kennedy cautions that it will not just be a video version of the radio show.

At least at first, there will be no hosts or VJs on the new channel, he said. But listeners will be able to request videos on the Internet, and the channel will play a weekly countdown of their favourites. (Before the launch, viewers can go to edge102.com to vote for videos they think the new TV channel should play first, when it kicks off at 6 p.m. EDT on Sept. 7 with a countdown of viewer requests. The channel will actually be up and running a few days before that, playing videos commercial free, a Corus press release says.)

Edge TV will be able to "push the envelope" in the wee hours, Mr. Kennedy said, promising "more adventurous" music videos than can be seen elsewhere.

And while the station's focus will be new music, there will be space for what he called "heritage music" or the artists that broke new ground in the 1970s, 1980s and 1990s, he added.