• BusinessWeek, Monday, November 10, 2008 9:30 AM

In what would be a first for college sports, the University of Texas hopes to debut its own 24/7 sports network on cable and satellite.

School officials are in talks with Time Warner, Comcast and AT&T to distribute Longhorn Sports Network in Texas and possibly in bordering states. IMG Worldwide would oversee the university's licensing, marketing, and multimedia rights.

If the channel launches successfully, it will mark the first time a university has created its own sports TV network with broad distribution.

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