KCNC-4 — "the Broncos station" — has outlined its coverage for this season, and it contains a great deal of "exclusivity."

Heading the list of weekly Broncos-related programs is "The Josh McDaniels Show Driven by Your Neighborhood Toyota Stores," debuting Sept. 12.

I can hear the beer-and-bar talk now, as one loyal Broncos fan turns to another and asks: "Hey, did you watch 'The Josh McDaniels Show Driven by Your Neighborhood Toyota Stores' the other night?"

The "JMcDSDBYNTS," as it probably will be known by Broncos fans, is one of five locally produced seasonal programs about the NFL team, which are being revved up.

"Chevy Football Preview" begins a Saturday run on Sept. 11, followed by the "Ford Countdown to Kickoff," which debuts Sept. 12.

Then there's "Arby's All Access" — currently on the air — which will review Broncos games at 10:35 p.m. on Sundays beginning Sept. 12.

And last but not least is "Comcast Broncos Live," at 6:30 p.m. on Mondays following Sunday games.

That's interesting. A cable giant sponsoring a sports show on a station owned by CBS, a broadcasting network. Actually, I expected to see "The Tim Tebow Jersey Jubilee," sponsored by a football equipment firm with the weekly half-hour program featuring the Broncos' rookie quarterback and a KCNC-4 sports guy analyzing NFL uniforms.

Maybe that will be added later.

Obviously, the reason for such commercialism is the big bucks KCNC-4 pays the Broncos for exclusivity. Channel 4's sales staff must promise sponsors a lot of promotional coverage, which includes producing "the name game."

KCNC-4 will televise three of the Broncos' four exhibition (excuse me, preseason) games this year: at Cincinnati (Aug. 15), Detroit in Denver (Aug. 21) and at Minnesota (Sept. 2). Gary Miller and Reggie Rivers will be in the booth.

Plan on KCNC-4 providing numerous commercials that start: "This kickoff is brought to you by . . ." However, based on KCNC-4's previous preseason coverage of the Broncos, professionalism will rule the actual telecast of the games.

Miller and Rivers are solid, vet- eran announcers who don't turn the telecasts into Broncos cheerleader sessions.