CBS’ strategy of creating more programming for its sister network UPN has yielded “The March to Madness,” an exclusive UPN primetime special produced by CBS Sports.
The one-hour special, to premiere on UPN March 27, delivers a behind-the-scenes look at the teams lined up for the NCAA Men’s Basketball Championships, to which CBS has the broadcast rights as part of a $6.2 billion, 11-year contract signed last year.
Spec will serve as cross-promotion to CBS’ coverage of the games. UPN expects to draw a sizable viewership to the special because the weblet has directed its programming during the past couple of years to a predominantly young-male audience.
Greg Gumbel, a play-by-play man for CBS Sports, will narrate the special. Exec producer is Terry Ewert. CBS’ coverage of the games runs from March 14 to April 1, the night of the championship game.