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NBA and Culture Machine announce digital content partnership

14-March-2018
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NBA and Culture Machine announce digital content partnership

The National Basketball Association (NBA) and Culture Machine, a digital media company, have announced a content partnership in India to produce and deliver game highlights and original programming to basketball fans in India through several NBA and Culture Machine platforms. Fans can access the content for free through the NBA App, Being Indian, Put Chutney, Viva and Blush channels.

As part of the partnership, Culture Machine will produce daily short-form videos covering on and off the court NBA stories, including daily highlights, player profiles, on-court rivalries, the history of the NBA, memorable fan moments, bloopers and player celebrations. Additionally, Culture Machine will produce an original long-form video series exploring the basketball culture in India. Mairu Gupta, Senior Director, Media and Content Distribution, NBA India and Sameer Pitalwalla, CEO and Co-Founder, Culture Machine chatted exclusively with exchange4media on the same.

Speaking about the core thought behind this partnership, Gupta opened up and said that while the growth of NBA in India over the years has been phenomenal, the digital footprint is an important part of the fan acquisition and engagement strategy. "Combining Culture Machine's technological expertise with NBA's action-packed content, the aim is to create relevant and targeted content that resonates with the Indian audience," he said.

Pitalwalla revealed that the digital media company will be leveraging interesting footage from the NBA and content that will help fans get better acquainted with the sport. He pointed out that the key differentiator of this content would be the way it will localise the sport digitally.

Making a strong case for how the synergies between both the companies will also be leveraged, he said, "The NBA is not just a great sporting organisation but also a phenomenal media organisation because of the way they are able to have a vast catalogue of content from game matches. It is actually useful for us to use the huge repository of product and leverage the heritage of the sport apart from making the most of that plethora of information and content as we source materials for the sport."

Reasoning over how this partnership will strengthen the brand, Gupta pointed out that it will enable both content creation and distribution. "Through this long-term association, our primary goal is to draw a larger fan-base in the country. This partnership is a vital step towards making our vision in India a reality - to make basketball the No. 2 sport," he concluded.

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