Partners to create local programming
LONDON — The National Basketball Association has signed a three-year exclusive carriage deal in India with MSM’s sports channel Sony Six, which launched in April.
ESPN Star Sports was the NBA’s broadcast partner in India until 2010. After that agreement expired, the NBA split the rights between Taj Television’s Ten Sports and MSM’s Sony Pix.
Under the terms of the new agreement, Sony Six will broadcast live games Thursdays, Fridays and Sundays, with 72 season games and 18 playoffs being aired, in addition to the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events, including the All-Star Game, All-Star Saturday Night and the Rising Stars competition.
NBA and Sony Six will also create India-specific programming and will host local basketball tournaments.
In June, Sony Pictures Television upped its stake in MSM to 94%. Indian regulatory authorities have now approved that deal.