Music video network MTV is planning a channel aimed at students in American universities and colleges.
The 24-hour service will be delivered via campus cable TV systems to reach students in dormitories, cafeterias and other public areas.
MTV University will provide advertisers with a way to tap into the lucrative but hard-to-reach student market. The network, owned by media conglomerate Viacom, aims to steal viewers and advertising dollars from other services such as the College Television Network and Zilo.
CTNreaches almost 7 million viewers a week in more than 800 universities - 40 per cent of the student body. Zilo distributes programming via cable TV as well as on the internet.
MTVU is likely to be closer in style to another service, Burly Bear, shown in more than 450 institutions and reaching almost a million viewers a week. Its programmes feature stunts such as having an attractive woman conceal a camera between her breasts to discover how many men try to see them.
MTVU is likely to compete with shows such as Jackass , where stunt performers are often naked or get slightly hurt.