SONY SIX to air daily live NBA double-headers as part of NBA Mornings

The National Basketball Association (NBA) and Sony SIX today announced an expansion of their existing multiyear television partnership, which will see more NBA games and programming broadcast in India than ever before.

Sony SIX will televise up to 14 live NBA games each week during the 2013-14 season with all games airing as part of “NBA Mornings on SIX”, which will feature live back-to-back NBA games every morning of the week.  The season will tip-off on Oct. 30, with the NBA Champion Miami Heat playing the Chicago Bulls at 5:30 am IST, followed by the Los Angeles Clippers playing the Los Angeles Lakers at 8:00 am IST.

In total, fans will have access to over 300 live regular season games, as well as NBA All-Star, Playoffs, and NBA Finals.  Sony SIX will promote the daily six hour programming block across its network of channels and media platforms.  A new basketball lifestyle program showcasing the sport off the court and featuring localized Indian content will also be launched and will air weekly in primetime.  New apps, games and contests will also help reach fans via digital and social media throughout the upcoming season.

“Sport is flourishing around the world with basketball leading the way due to its broad appeal and accessibility to viewers everywhere,” said Prasana Krishnan, Business Head, Sony SIX.  “This enhanced offering will give the fans a chance to watch their favorite team and stars consistently throughout the season. We are confident that our approach will open up an enormous opportunity in the ‘Breakfast’ time space for capturing viewership.”

“Our partnership with Sony SIX has been vital to the growth of basketball in India, and this new, expanded programming will increase fan access to NBA basketball on multiple platforms,” said Yannick Colaco, Managing Director - India, NBA. “Thanks to the support of Sony SIX, each season we are seeing interest in our game grow, allowing more opportunities to engage our fans whether through media, events, or grassroots programs.”

The NBA Slam Dunk app on Facebook, which will launch within the first month of the season, will ask fans weekly questions and award points for correct answers, with the top point winner each month receiving NBA merchandise.  The winner of the  Most Valuable Fan, a trivia contest that will run across TV, digital, and social media, will be awarded a trip to the 2014 NBA All-Star and will be featured on a new basketball lifestyle show on Sony SIX.

In April, the NBA and MSM announced a partnership with Magic Bus, a non-profit organization that works with youth from vulnerable communities, to develop a comprehensive NBA Cares program in India.  The program includes intensive weekly sessions featuring basketball activities and teaching life skills in the areas of education, gender equality, health, and fitness.  Basketball has also been integrated into existing Magic Bus programs in 12 Indian communities with NBA coaches conducting basketball and fitness clinics for enrolled youth.