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NBA and Sony Six announce multi-year partnership

The channel becomes exclusive NBA broadcast partner in India and will engage more fans through live games, original programming and on-ground events

BestMediaInfo Bureau | Delhi | November 8, 2012

The National Basketball Association (NBA) and Multi Screen Media (MSM) yesterday announced a new multi-year television partnership that makes Sony Six NBA’s exclusive broadcast partner in India.

The comprehensive partnership will include live NBA games, original programming, and a joint commitment to host grassroot basketball events on the ground.  The two companies will create customised local programming and will focus on engaging Indian youth by bringing together talent from the NBA, Sony Entertainment and Bollywood.

“We are thrilled to associate with the NBA as its exclusive broadcast partner in India,” said Man Jit Singh, CEO Multi Screen Media. “NBA is the largest professional basketball league in the world and we at Sony Six plan to tap into the youth segment that already has a passion and love for the game and grow new fans. Our channel’s focus on India’s youth fits very well with the audience that wants to watch basketball.”

“Sony Six has a great track record of engaging Indian youth through sports and entertainment which makes them an ideal partner to bring high-quality NBA broadcasts to our fans,” said Matt Brabants, Senior VP, International Media Distribution. “Through live games, increased local programming and comprehensive league recaps we will deliver more ways for fans in India to experience the NBA than ever before.”

The channel will air live NBA games each week on Thursday, Friday and Sunday with replays in prime-time. The Sunday game will be the ‘Game of the Week’ featuring the NBA game airing at noon or 1:00 pm ET in the US.  In total, fans in India will have access to 72 NBA regular season games, up to 18 NBA Playoff games, the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events including the All-Star Game, All-Star Saturday Night, and the Rising Stars competition.

NBA and Sony Six will also create a weekly NBA lifestyle programme and a series of instructional vignettes that will help educate fans on the rules of the game and basketball terminology.

NBA and MSM first announced a partnership during the 2010-11 NBA season. This announcement represents a substantial expansion of the NBA's previous partnership with Multi Screen Media.


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