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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.
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