MUMBAI: Air time rates are sky rocketing. Sometimes your rival is blocking you and your ads out from high-eyeball television sports events. So what do you? Well you buy your way into a television channel which will get you high numbers of the audience you are seeking to target. Exactly like beverages giant Coca-Cola has done in the US.

Coke has poured out a large helping of $10 million to buy a minority stake in a cable channel in the US, College Sports Channel. The channel is slated to air live college sports events, highlights; and original programming featuring advice from college coaches. As the name suggests, the core target audience for the channel is students, parents and sports fanatics.

The soft drinks behemoth also announced that it will splurge another $5 million promoting its colas and beverages on the channel. To start with, Coke is going to pump out gallons of spots for its energy sports drink, Powerade.

The College Sports Channel is initially being telecast only to subscribers of DirecTV's premium sports package.