Alliance Atlantis will spice up primetime on some of its specialty channels by airing short-form content from Heavy.com, the online video brand targeting guys 18-34. Some shows will get their own timeslots, while others will air as interstitials.

Behind the Music that Sucks will air Saturdays at 9:30 p.m. ET, premiering Sept. 8 on IFC. Superficial Friends, a show about self-important celebs such as Lindsay Lohan and Paris Hilton, will air interstitially on Showcase Action. Heavy Half Hour, a best-of-the-brand showcase, will air Saturdays at 9:30 p.m. ET, premiering Oct. 6 on Showcase Action.

Programming included in Heavy Half Hour are the top 10 show American Suck Countdown, extreme stunt and pranks show Blisster, slasher clip showcase Heavy Horror, news show The Kensington Report, Kung Fu Jimmy Chow, Tech Smart with Ron Jeremy and Workout from the Pen.

Heavy's main broadband advertisers are Virgin Mobile, Molson's Canadian and Coors Light, Honda, Warner Films, Paramount Films, Wendy's, Nissan, Panasonic, Diesel, Axe, Sony and Nike.

From Media in Canada