The Fireplace Channel is so passé, now it’s all about the Rotisserie Channel.

Yes, you read that right: The Rotisserie Channel — a channel that’s dedicated to showing spinning, cooking chickens 24 hours a day, seven days a week.

The channel will be launched Feb. 28 on channel 208. Unlike the Fireplace Channel, which launched an HD version on Rogers at Christmas, the Rotisserie Channel will only be available in standard definition.

Rogers was approached with the idea by the Swiss Chalet chain of restaurants and their advertising firm, BBDO Toronto. While Rogers has other 24/7 channels — the Aquarium Channel and the Sunset Channel — this is the first time a company has approached the cable company with their own proposal.

“We were really excited,” Mark Daprato, Swiss Chalet’s vice-president of business development said about the company’s reaction when the idea was brought to them by BBDO.

Discussions about the Rotisserie Channel have been in the works for a couple months, he said. After the restaurant’s recent commercial, which shows an employee filming the rotisserie chickens for a TV channel, Swiss Chalet began to engage with its customers online to see if they would like a real rotisserie channel. Daprato said they had great online reaction to the idea.

Rogers spokeswoman Kathy Murphy said the company has gotten positive feedback from their customers about the Fireplace Channel. What the reaction will be about the Rotisserie Channel remains unknown.

“We don’t want to count our chickens before they hatch,” Murphy said, “this is a first for us.”

While the Swiss Chalet is behind the channel, Daprato said the station will remain “largely unbranded.” A coupon code will pop up on it once in awhile for users to key into the restaurant’s Facebook page for a deal.

“We really want this to be about celebrating rotisserie chicken,” Daprato said. “This is what we do. We serve chicken Canadians love.”

Swiss Chalet has begun promoting the channel with a YouTube video (below) released Wednesday on its Facebook page.

Murphy said Rogers will monitor feedback from its customers about the channel, which is set to run for 13 weeks.

For those who do not get Rogers cable, the Rotisserie Channel will also be available on Swiss Chalet’s website.