Coca-Cola will produce seven hours of entertainment and information programming on the three nights leading up to Super Bowl Sunday, for airing on the regional cable network Sports South.
Ted Shaker, former executive producer for CBS Sports, will be executive director of the Coke block known as BIG-TV.
Coke and Whittle Communications are negotiating to put the block out via Prime Sportschannel Network.
Shaker said two veteran CBS sports personalities, Pat O’Brien and Terry Bradshaw, will be the in-studio hosts.
CBS sports reporters Lesley Visser and Jim Gray will do remotes, and E! Entertainment TV and Comedy Central will also contribute programming.