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CHUM Television of Toronto has launched an on-demand broadband music video service called MuchAXS. The service is an extension of the website and is located at <>. The site is also intended to be an online community where visitors can recommend music to each other. Users can rate videos, create playlists, browse by genre or search by keyword. The service also offers programming such as MuchOnDemand, The NewMusic and The MuchMusic Video Countdown, along with interviews, live performances and archival footage. “MuchAXS is an integral part of our cross-platform strategy.,” said Maria Hale, vice-president of content business development at CHUM Television. “Not only are we delivering exciting online exclusives, but there's a new layer of opportunity for advertisers and sponsors.” The first advertisers to use the service are Doritos and General Motors.

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