University Choice Television, a digital channel broadcasting information on higher and further education opportunities, will be launched next spring.
Backed by private money, the channel has been supported by university vice-chancellors and managers, who sit on an advisory board. Members of the Standing Conference of Principals are expected to join soon.
Advisory board chairman Sir Graeme Davies, vice-chancellor elect of London University, said that the channel would represent "a vital and timely new development for widening participation and improving communications for the (higher education) sector.
"It will put the UK ahead of the rest of the world."
The channel will target three main groups: traditional prospective students of school-leaving age looking to pursue higher or further education; those interested in doing foundation degrees; and people keen to take short, not necessarily purely academic courses.
At the outset, the channel will emphasise graduate recruitment.
Shaie Selzer, head of business development and client relationships, said that graduate recruiters could see an opportunity to target school-leavers and their families, informing them about job opportunities and requirements.
The channel will be broadcast free to Sky and cable subscribers.