Multi Screen Media (MSM), which operates the bouquet of Sony channels, today said the National Basketball Association (NBA) has extended its contract with the network in a multi-year deal.
While the media channel or NBA declined to specify the duration of the deal, it has been learnt that it will be a five-year deal, estimated at about Rs 250 crore.
The deal will see MSM's Sony Six, a sports entertainment channel, telecast 14 live NBA games per week.
The NBA and MSM first announced their partnership during the 2010-11 NBA season.
With the expanded partnership, Sony Six will broadcast up to two regular-season games per day, in addition to NBA All-Star, the playoffs and the finals.
"Our partnership with the NBA has seen basketball become the fastest growing sport in India over the last few years. This clearly indicates that the TV viewing audience for the NBA will continue to rise," Sony Six and Kix Business Head Prasana Krishnan said.
Sony Six will also create customised lifestyle-oriented, off-the-court programming that engages the youth by bringing together talent from the NBA, Sony Entertainment and Bollywood.
"The launch of our customised local Live NBA wraparound programme will also bring sports fans closer to the on-court action," Krishnan said.
For the first time in India, the NBA and Sony Six will introduce a customised, local live NBA wraparound programme every weekend throughout the season.
"The programme will be hosted by a panel of basketball experts that will provide analysis and insight on all of the latest NBA news.
"The popularity of the NBA continues to grow and, through the diversity of NBA programming on Sony Six, we will continue attracting and engaging with existing and new viewers alike across India," NBA India managing director Yannick Colaco said.
Sony Six's coverage of the 2015-16 NBA season will begin from October 28.
