NL, Atlantic hoop it up

CBA gets musicians in arenas, hopes of TV contract

New Line TV and the Atlantic Records Group have signed a deal with the Continental Basketball Assn. to boost the visibility of the CBA by booking music acts in the arenas and trying to get a national TV contract for some of the games.

“The CBA could become a great marketing vehicle because it sends dozens of players to the NBA every year, including stars like John Starks and Anthony Mason,” says Chris Russo, executive VP of New Line TV.

New Line has all the television, licensing and merchandising rights to the CBA. Russo said he’s in negotiations with a couple of cable networks and syndie companies to get TV coverage for the association. ESPN2 has cablecast some CBA games in the past.

No specific Atlantic performers were named in the announcement, although the plan envisions tours of CBA arenas by recording stars, backed by promotional campaigns on radio and in retail stores.

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