CBS to air Duke-North Carolina hoops in primetime

CBS has long been synonymous with men's college basketball coverage, but next March the network will have a first when it broadcasts a regular-season game between Duke and North Carolina in primetime.

The broadcast will take place March 5 at 8 p.m. Eastern. Granted, it's on a Saturday when CBS' alternatives are Crimetime reruns and other burnoffs. But still ...

"Duke-North Carolina is one of the most intense rivalries in all of sports," said CBS Sports exec veep of programming Mike Aresco said. "A primetime telecast on CBS Sports will generate enormous interest across the nation as the 'Road to the Final Four heats up."

In April, CBS agreed in a deal with TNT and the NCAA to share broadcast rights for March Madness over the next 14 years.