NEW YORK — The National Basketball Assn. has signed a multiyear programming deal with Primedia educational teen network Channel One, which will allow the net to cover all major NBA and WNBA events, and to feature players from both leagues as on-air event co-hosts.
Deal reps the first time the Peabody Award-winning network, which airs mostly news and educational shows to 12,000 elementary and high schools, has pacted with a major sports league for programming.
“The NBA is filled with players who have excelled not only on the court but in their communities as well,” said NBA Entertainment exec VP of programming Gregg Winik.
The new programming is expected to start within a few weeks.
Channel One News reaches 8 million teens.