Sports marketing firm Starcare has sprouted a new TV/film production arm, with Pittsburgh Steeler standout Jerome Bettis slated to topline Starcare’s debut show effort “Primetime.”

Series does not have a distrib attached; however, Starcare says it is in talks with “three major television production companies,” according to production veep Kimberly Woods.

Although she wouldn’t release names of the interested production houses, Woods said Starcare is aiming for a joint production pact for “Prime.”

The Steelers’ Bettis is familiar with the TV scene — he recently appeared on “Nickelodeon Kid’s Choice Awards,” teaming with comic Chris Rock on a “Choice” skit. Bettis can also be seen in a national M&M candies TV spot.

Starcare is developing four other shows — two reality-based programs, an hourlong drama and a half-hour animated sitcom.

Twenty-five sports celebs have signed letters of intent to guest star in Starcare programming, including WNBA Comets’ player Sheryl Swoopes, NBA sports commentator Bill Walton and former Chicago Bears quarterback Jim McMahon.

Rapper Busta Rhymes has also come on board as well.

The L.A- based Starcare, with CEO C. Richard Hearn at the helm, will open a new Century City office to accommodate its expansion into production.