Branding for Longhorn Network unveiled

The 24-hour TV network that ESPN and the University of Texas are set to launch in August will have a familiar ring: the Longhorn Network.

The name and the network's logo were unveiled Sunday during Texas' spring football scrimmage in Austin.

A new website, GetLonghornNetwork.com, will enhance the network's reach online, providing an "initial resource to fans looking to learn more about where and how to get Longhorn Network," according to a news release.

"We look forward to covering UT sports like never before," said Burke Magnus, ESPN senior vice president of college sports programming. "I have little doubt that the Longhorn Network name and logo will fast become synonymous with excellence, just like the UT athletics program."

ESPN will help develop, launch and operate the network. It will also handle distribution of the network. The deal is worth $300 million over 20 years.

Included in the coverage will be at least one exclusive football game, eight men's basketball games, women's basketball coverage of games not televised elsewhere, and Olympic sports coverage. There will also be pregame and postgame shows for football and basketball games, coaches' shows for every sport Texas sponsors and other daily programming. Plans call for 200 events a year.

The network will also feature original series, studio shows, historical programming and other academic and cultural events. There also will be an online component offering content not featured on the linear TV feed.

In addition, there will be university news, coverage of lectures and visiting speakers along with commencement ceremonies, and even high school coverage on an authenticated online/broadband site.

Information from The Associated Press was included in this report.