Top YouTube Creators to Tip Off New Millennial Video Network by Producing Digital Versions of “Every Second Counts” NBA Playoffs Campaign
New York and Vancouver, British Columbia, May 17, 2016
The National Basketball Association (NBA) and BroadbandTV (BBTV), the largest multi-platform network in the world, today announced the launch of NBA Playmakers, a groundbreaking community for video creators focused on basketball and basketball culture.
The first-of-its-kind millennial video network will provide the creator community and NBA fans the opportunity to produce basketball-related content and share it across the NBA Playmakers network, spanning YouTube, the NBA’s digital assets, and other platforms. The NBA and BBTV are inviting creators to be part of the network based on passion for the game, a unique voice and traction with young audiences.
In addition to BBTV’s vast multi-platform network expertise, content creators will be offered a variety of benefits, including special access to select NBA footage, NBA games and special events, access to NBA production facilities and new merchandise. Content creators can learn more about joining NBA Playmakers by visiting www.nbaplaymakers.tv.
Select videos from across the creator community will live on a new YouTube channel, also named NBA Playmakers, which will launch later this year.
To tip off the collaboration, NBA Playmakers will feature a diverse group of YouTube creators producing digital versions of the league’s playoffs campaign, “Every Second Counts,” part of the ongoing “This Is Why We Play” platform. The official television spot, featuring a new track by Grammy Award-winning producer and artist Timbaland, premiered prior to the start of the playoffs, and the creator-produced versions will debut on the NBA’s social media assets during The Finals 2016.
“Creating and sharing videos with others are part of being a digitally engaged fan,” said NBA Vice President, Global Media Distribution Jeff Marsilio. “Our new venture with industry leader BBTV will further embrace this growing community of creators and aims to inspire original basketball content that will connect with our fans around the world.”
“Sports is a passion-driven content vertical that offers exciting opportunities for video creators, media companies, brands, and advertisers; it’s a market with massive potential,” said BroadbandTV Founder & CEO Shahrzad Rafati. “NBA Playmakers brings all of the constituents together to deliver a powerful ecosystem that millennials care about. We’re empowering creators to build the future of sports entertainment by partnering with one of the most renowned sports leagues in the world, and arming them with the content, tools and solutions they need to be successful.”
NBA Playmakers is a key component of the NBA’s wider youth engagement strategy and will complement the NBA channel on YouTube, which was unveiled in February 2007. The NBA channel now has more than 3.4 billion video views, the most among U.S. professional sports leagues.
BBTV currently reaches 15.1 billion monthly impressions across its network and NBA Playmakers is the latest addition to its existing verticals, strengthening its strategy to operate leading media brands and communities within the highest growth content genres. BBTV’s content creators span a number of key media brands and verticals including: TGN, the largest and most engaged gaming network on YouTube; Opposition, the largest hip-hop music video network; WIMSIC, the No. 1 Electronic Dance Music (EDM) video network ; HooplaKidz, the leading kids and family network; Outspeak, the No. 1 citizen journalism video network, in partnership with The Huffington Post; and Windfall, a joint venture to find, develop and service music artists across all platforms, in partnership with BMG.
The NBA and BroadbandTV began their relationship in April 2009, with BBTV managing fan-uploaded NBA content onto platforms such as YouTube.
About the NBA
The NBA is a global sports and media business built around three professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, and the NBA Development League. The league has established a major international presence with games and programming in 215 countries and territories in 49 languages, and NBA merchandise for sale in more than 125,000 stores in 100 countries on 6 continents. NBA rosters at the start of the 2015-16 season featured 100 international players from 37 countries and territories. NBA Digital’s assets include NBA.com and the NBA app, which achieved record traffic during the 2014-15 season, as well as NBA TV. The NBA has created one of the largest social media communities in the world, with more than one billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
BroadbandTV is an innovative media and technology company that drives success for online video creators by leveraging its premium media brands, proprietary technology, and massive online reach. BroadbandTV operates the world’s largest Multi-Platform Network with 76,000 network partners amassing over 15.1 billion views per month. Its content creators span a number of key media brands including: TGN, the largest and most engaged gaming network on YouTube; Opposition, the largest hip-hop music network; number one Electronic Dance Music (EDM) network, WIMSIC; leading kids & family network, HooplaKidz and Outspeak, the next-generation citizen journalism brand in partnership with The Huffington Post. The business recentlyunveiled Windfall, a joint venture to find, develop and service music artists across all platforms, in partnership with BMG, and NBA Playmakers, a strategic partnership with the NBA to find, discover and develop creators focused on basketball culture. BroadbandTV has developed some of the most advanced and innovative technologies in the online video space: VISO NOVI, for detecting and managing fan uploaded content and VISO Catalyst for enhancing viewership and engagement for premium videos. In June 2013, the leading European entertainment network RTL Group acquired a majority stake in BroadbandTV. Both companies also formed an ongoing strategic partnership to accelerate the global growth strategy of BroadbandTV. RTL Group’s initial investment of US-$36 million is part of a planned series of investments in the company.