Mumbai: The National Basketball Association (NBA) and Multi Screen Media (MSM) on Wednesday announced a new multi-year television partnership which makes Sony Six, NBA's exclusive broadcast partner in India.

The deal will include live NBA games, original programming, and a joint commitment to host grassroots basketball events on the ground, a media release said.

The channel would air live NBA games each week on Thursday, Friday and Sunday with replays in prime-time and the Sunday game will be the "Game of the Week" featuring the NBA game airing at noon or 1:00 pm ET in the USA.

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, the release said.

Customised local programming would be created and focus would be to engage 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 Manjit Singh, CEO of MSM.

"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," he added.

"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," said Matt Brabants, Senior VP, International Media Distribution.


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