I had to quickly venture to Indigo Bay and Bloor during the lunch hour to find this impossibly hard-to-find book for my cousin. There are many scattered throughout the city, but few in prestine condition.

Anyways, I stood waiting for the lights to turn green at Yonge & Bloor to find that the pseudo landmark up the block, Masonic Temple, (home to the former show Open Mike with Mike Bullard) no longer shows the geometric CTV logo, but MTV.

After checking my Bloglines, I discovered tgat MTV Canada is being relauched under the CTV banner (unlike the previous partnership, Craig Media— home of the defunct Toronto 1.) Anyways, MTV Canada will be headquatered in Toronto (not Vancouver, like previously) at the Masonic Temple. The artist’s concept is shown.

It looks Muchmusic has some competition once again— and rightly so, since Muchmusic is really a bunch of crap these days. In fact, it’s like the whole channel should be featured on Fromage.

Have you guys seen Much 911? Have you seen their infamous “sequence change” footage? You know, when the screen flashes “Much 911”, and you can hear the 9-1-1 phone touch tone.

So irritating!

I do have a guilty pleasure for Video on Trial though. It’s just mindless fun.

Back to MTV. MT is quite a nice building, but maybe not as cool as the ChumCity Building. But one thing that will suck for MTV Canada is that Masonic Temple does not have street traffic! That part of Yonge Street (at Davenport) is definitely not like Queen Street. But then at the same time, MT doesn’t have those street windows that tempt onlookers to peek inside.

According to Wikipedia, MTV Canada will host a “flagship program” MTV Live in the location, which I can assume to be more or less like MuchOnDemand.

Perhaps more exciting times ahead for music youth culture programming? Let’s hope so.

Maybe the competition “invisible hand” will wave goodbye to crap like The ItList, the stomach-upsetting Much VJ Search.

MTV Canada - [wikipedia.org]
Masonic Temple embraces MTV - [blogto.com]