MUMBAI: China Central Television (CCTV), China?s national television station, CCTV Future Advertising and NBA China on Tuesday announced a new, comprehensive multi-year television partnership that includes a significant expansion of NBA coverage and the formation of a joint media team to market and promote NBA broadcasts.

This new agreement also marks a key milestone, as the companies celebrate the 26th anniversary of their partnership to provide access to the NBA and enhance the game of basketball in China. The NBA?s partnership with CCTV began with the 1987 All-Star Game, the first-ever NBA broadcast in China.

The partnership includes live NBA games, tape-delayed games aired in prime time and NBA original programming. With CCTV-5?s expertise in sports TV production and the NBA?s extensive High-Definition footage archives, the companies will create a customized NBA-themed weekly show with in-depth analysis and all-access reports around the league produced exclusively for fans in China.

CCTV Future Advertising, the advertising arm of CCTV, also entered into a partnership with NBA China to become official media partner on CCTV-5, forging a deeper and broader cooperation.

"We look forward to a new era of basketball coverage with the NBA, as basketball game broadcasts are among the most popular programs on CCTV-5," said CCTV-5 Director Heping Jiang. "The NBA represents the best professional basketball league in the world and we are thrilled to bring our fans more authentic NBA excitement through our comprehensive coverage."

"We?re thrilled to expand our partnership with CCTV and to introduce the most comprehensive NBA programming ever for our fans in China," said NBA China David Shoemaker. "Our new collaboration with CCTV will provide the highest quality original productions and customized shows for fans as well as first time, unique branded opportunities for advertisers."

CCTV-5 will air live NBA games each week on Tuesday, Wednesday, Saturday and Sunday. Fans will also enjoy tape-delayed marquee NBA games, NBA highlights and a customized weekly NBA themed show in prime time.

In addition to the extensive coverage of NBA regular season and playoff games, CCTV-5 will also broadcast live the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events including the All-Star Game, State Farm NBA All-Star Saturday Night and the BBVA Rising Stars Challenge. There will also be special NBA programming as part of the league?s Chinese New Year celebration, which follows last season?s successful inaugural event.

MUMBAI: Sony Six, Multi Screen Media?s sports channel, has inked a three-year deal with National Basketball Association (NBA) to become the sole broadcast partner of the American professional basketball league in India.

The broadcast rights were earlier shared between Sony Pix, the English movie channel from MSM, and Zeel-owned sports broadcaster Ten Sports.

Sony Six, which has Indian Premier League (IPL) and Ultimate Fighting Championship (UFC) as its tent pole properties, has identified NBA to attract young audiences towards the sports and entertainment channel.

The sportscaster sees a fit with the property and feels it can develop it in India through aggressive marketing which includes drawing on Bollywood?s popularity to attract new audiences.

"Our study shows that the youth want new sports which are fast paced in nature and Basketball is a fast paced sport. We see huge opportunity to build NBA in India and have big plans to promote it," MSM CEO Man Jit Singh tells Indiantelevision.

The comprehensive partnership with Sony Six will include live NBA games, original programming, and a joint commitment to host grassroots basketball events on the ground.

The two partners will create customised local programming and will focus on engaging Indian youth by bringing together talent from the NBA, Sony Entertainment and Bollywood.
Before Ten Sports and Sony Pix, ESPN Star Sports (ESS) was the long standing broadcast partner for NBA in India but decided not to renew its partnership due to poor viewership. Singh, however, is unfazed.

"NBA was never promoted properly in India. Our plan is to work in tandem with NBA to promote the sport by bringing in NBA players, through college festivals, and 3x3 Basketball that will have NBA players pitted against basketball fans," he added.

Singh feels NBA is a viable sport for the broadcaster in the long run but in the short-term it will invest in the sport. "It is definitely a viable property but we are looking at it from an investment point of view," he asserted.

He did not see any issue with the timing of NBA games which are generally aired early in the morning, "Every sport fan wants to watch a game live. However for those who can?t watch NBA games early in the morning we have repeats in the prime time," he reasoned.

Apart from IPL, UFC and NBA, Six has also identified racquet sports and football to build the channel even as it continues to evaluate cricket boards that are coming up for renewal. MSM has also placed bids for English Premier League rights which are currently held by ESS.

The broadcaster had unsuccessfully bid for England Cricket Board and West Indies Cricket Board rights which were eventually retained by incumbent broadcasters, ESPN Star Sports and Taj Television respectively.

Most of the cricket rights are locked in excluding Sri Lanka Cricket Board, Pakistan Cricket Board, Bangladesh Cricket Board and New Zealand Cricket.

"We will certainly bid for properties as and when they come up. Having said that, we are not going bid crazy amounts," Singh averred.

NBA India Senior Director Business Development & Partnerships said the reason the league decided to partner Sony Six was because of its overall package they offered which includes favourable time slot and other on-air and on-ground initiatives that are critical engaging fans.

"We spoke to different broadcasters but Sony Six was the one who presented the most comprehensive partnership. They were willing to partner not just on the air but on the ground as well," Jain said.

"They are giving us a favourable timeslot on air. Besides matches, they will air magazine shows and highlights. They will also have local content by showcasing the basketball scene in India. They will also have instructional content for coaches and players."

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 1:00 pm ET in the U.S.

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.

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.

Apart from metros, NBA will also work with Sony Six to viewership in second and third tier cities.

"The aim is to showcase the NBA experience and lifestyle. We will package elements from this and create a platform. We will be doing marketing activities to create awareness about the partnership which includes social media, promos, and contests. Fans will get the chance to go to the US. They will get opportunity to attend games and get Behind The Scenes VIP Access to meet players," Jain added.

NEW DELHI: News broadcasters have agreed to pay reasonable carriage fees after the roll out of digitisation on 1 November, the News Broadcasters Association (NBA) said on Thursday. It said news broadcasters are willing to pay MSOs 50 paise to Re 1 per set top box subscriber, per channel per year as carriage fee.

The NBA statement follows a meeting chaired by Telecom Regulatory Authority of India (Trai) chairperson Rahul Khullar on 11 October with representatives of the MSO Alliance, the Indian Broadcasting Foundation, and the NBA to discuss the progress of digitisation and the issue of payment of carriage fees by broadcasters (inclusive of marketing fees, tiering fees, packaging fees or fees or charges under any other nomenclature) under the digitised regime.

Earlier, news broadcasters were concerned about unreasonable carriage fees continuing even after the switch to digitisation. While placement fee has been specifically prohibited by Trai, broadcasters were concerned about the lack of clarity with regard to carriage fees. Broadcasters were unsure whether they were required to pay carriage fee at all after digitisation, and if required, what would be the rates.

Khullar mentioned that his predecessor had indicated what reasonable carriage fees should be in a digitised regime and stated that boundaries had been laid down and he would expect carriage deals with news broadcasters to be within these bounds. He also exhorted broadcasters and MSOs to enter into agreements on carriage fees within the "next few days" so that all is set by the time digitisation rolls out in the four metros from the 1 November.

In view of this, the NBA said despite the earlier objection of news broadcasters to the payment of any carriage fees whatsoever, they are now agreeable to enter into agreements with MSOs for an initial period of one year, for the payment of carriage fees (inclusive of marketing fees, tiering fees, packaging fees or fees or charges under any other nomenclature) in the digitised areas, at a rate of 50 paise to one rupee per set top box subscriber, per channel per year, which is the reasonable rate and boundary set by the former TRAI chairperson and mentioned as such by the current chairperson at the meeting on 11 October 2012.

NBA said, "News broadcasters are grateful to the TRAI chairperson for taking proactive action in resolving the vexatious issue of carriage in a statesmanlike manner."

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News channels, MSOs wrangle over carriage fee