NBA, Culture Machine team up for Indian digital content
Details
Rebecca Hawkes
| 14 March 2018

The National Basketball Association (NBA) has contracted India’s Culture Machine to produce and deliver game highlights and original programming for their digital platforms in India.

Fans will now be able to access the content without charge through the NBA app, as well as Culture Machine brands: Being Indian, Put Chutney, Blush, and Telugu YouTube Channel Viva.

The deal will see Culture Machine produce daily short form videos, providing highlights, player profiles, on-court rivalries, NBA history, memorable fan moments, bloopers, and player celebrations. In addition, the digital media company will produce an original long form video series exploring basketball culture in India.

“We are excited to partner with Culture Machine to deliver compelling NBA content that will resonate with Indian youth. As the popularity of the NBA continues to grow in India, we look forward to engaging both existing and new NBA fans on all platforms and wherever they are,” said Mairu Gupta, senior director, content and media distribution, NBA India.

Culture Machine CEO and co-founder Sameer Pitalwalla added: “At Culture Machine, we have put together a deep bench of creative and engineering talent to create engaging stories powered through our cutting-edge technology. The goal of this partnership is to deliver premium NBA content to the young audiences consuming digital content across India and build on the NBA’s growing popularity.”

The move follows the recent news that Sony Six and Sony Ten 3 will broadcast NBA games live during Indian prime time for the first time.