Published:
16-May-08
The National Basketball Association (NBA) and the BBC have formed a content-sharing deal, allowing the UK broadcaster to offer NBA video highlights through its website. Daily video highlights of the remaining 2008 NBA playoffs and finals and a selection of archive clips will be available through bbc.co.uk. NBA video on the BBC site will only be accessible to viewers in the UK.
Our take...The deal to offer online video through the BBC is not exclusive; playoff highlights are available internationally through the NBA's YouTube channel. However, the latest agreement marks another step in the NBA's efforts to grow the Association's popularity outside its domestic market. According to web metrics firm comScore, BBC Sport attracts nearly 50 times more unique monthly visitors than nba.com in the UK. The latter site has also seen a 20 per cent year on year decline in UK visitors.
Looked at in a wider context the deal is a continuation of the attempt to promote the NBA worldwide. The organisation has launched 11 country-specific websites and in January 2008 formed NBA China, to focus on raising the sport's profile in Asia. The NBA is trying to highlight its sport both through overseas broadcast and new media deals and an annual pre-season tour around Europe.
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