Quebecor is expanding its QUB-branded streaming empire, which includes talk radio service QUB Radio and music streaming service QUB Musique, to include a new soft-talking brain-tingling channel called QUB ASMR.

Following in the footsteps of successful YouTube streamers, QUB ASMR proposes to “leverage QMI’s media resources to provide a euphoric information environment that will stimulate the brain both mentally and physically,” explained Dab de Yebrir, one of the new hosts brought on to the service, as host of the new show Rubix QUB.

Among other programs QUB ASMR proposes are a daily show where philosopher Mathieu Bock-Côté soothingly explains how Quebec’s cultural heritage is under constant threat from immigrants and anglophones while slowly scratching a piece of felt, and another featuring Richard Martineau just whispering “hein?” over and over directly into a microphone for an hour.

QUB ASMR will be free to Videotron Mobile customers and $5 a month for everyone else.