How many times have you found yourself saying "If I have to sit through on more 'N Sync video, I'm gonna put my foot through the TV!"?

Easy there friend, help is on the way. While fabricated pop stars have inundated all things media, a new channel has arrived that will let you pull out the air guitar and start a mosh pit in the confines of your own living room.

MuchMusic, long guilty of supporting the dreadful-pop phenomenon, is set to launch Much Loud into the digital cable universe this September.

Promising to literally rock seven days a week, 24 hours a day, Much Loud will show hard music fans something they might not get enough of on the flagship station - bands that can actually play instruments and write music.

We get all kinds of e-mails that complain about what we play," said David Kines, vice-president and general manager of MuchMusic, MuchMoreMusic and the new channel "People want more dance, more house, more trance. Certainly, we recognize a huge demand for that (loud) kind of programming without 'N Sync stuck in the middle."

Mr. Kines is promising that Much Loud will play everything from Rush to Pearl Jam to Slipknot. Rock, alternative and rap/metal and heavy metal will all be represented in the channel's video flow.

"We'll see how things evolve and what our audience is telling us," Mr. Kines said. "I'm not saying you're going to see tonnes of Poison videos, but you might see one or two from time to time."

Sounds good. But what about classic Canadian rockers, such as Triumph, April Wine or Trooper?

"I think you'll see a little bit of that," Mr. Kines said. "We have to find our feet and see what the audience wants. We're servicing that classic rock on MuchMoreMusic right now, so I don't see a huge appetite for it, but once in awhile maybe.

The idea at Much Loud is to start small. No VJs, just loud videos, encore loud concert presentations and existing Much shows, The Wedge (alternative videos) and Loud (heavy metal videos) that have been stuck in the always exclusive Friday night after 11 p.m. time slots.

"We want to be small and inexpensive," Mr. Kines said. "As the channel grows, we will continue to expand and add resources. Look at how MuchMusic has grown over the years. We're also going to give concerts that got a spin or two on Much more exposure on our new channels."

Although the Much Loud is sure to satisfy a lot of hard music fans, he said the challenge to stay on top of the teenage to mid-20s demographic is ongoing.

"There's always going to be someone who says we aren't doing something right," he said. "I think we've identified a huge genre that just doesn't have a tolerance for the mainstream. We're paid to be in touch with our audience. We have to an idea of what they're in to and what they're up to. Hopefully we're staying ahead of the game."

And with myriad new stations being introduced to televisions every year, launching more genre-specific MuchMusic video stations is possible.

The good people at Much are going to keep their eye on what their viewers want.

"You could see the all-disco channel," Mr. Kines said. "Anything is possible If you find a market that will support it."

How's that for a terrifying thought? It might be enough to make us all turn off the television and pick up a book. Better just keep the TV tuned to Loud. And please, turn the volume all the way up.