Sony SIX bags exclusive rights of NBA in India

NBA, Multi Screen Media expands previous partnership with multiplayer TV deal for 3 years

The National Basketball Association (NBA) and Multi Screen Media (MSM) have signed a new multiyear television partnership that makes sports channel Sony Six NBA’s exclusive broadcast partner in India for the next three years.

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

Man Jit Singh, CEO Multi Screen Media saidm, “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.”

The 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.

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 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.

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