The National Basketball Association (NBA) and Multi Screen Media (MSM) have 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 grassroots 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.
Commenting on the development, Man Jit Singh, CEO, Multi Screen Media, said, “The 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 channels’ focus on India’s youth fits very well with the audience that wants to watch basketball.”
Matt Brabants, Senior Vice President, International Media Distribution, added here, “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.”
Sony SIX 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 1:00PM ET in the US. In all, 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 Multi Screen Media 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.