MUMBAI: The National Basketball Association (NBA) in India and digital media company Culture Machine have announced a content partnership to produce and deliver game highlights and original programming to fans in India through several NBA and Culture Machine platforms on 14 March 2018.  

As part of the partnership, Culture Machine will produce daily short form videos covering the court NBA stories on and off, including daily highlights, player profiles, on-court rivalries, the history of the NBA, memorable fan moments, bloopers, and player celebrations. Additionally, Culture Machine will produce an original long form video series exploring basketball culture in India.

NBA India senior director content and media distribution Mairu Gupta said, “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.”

“At Culture Machine, we have put together a deep bench of creative and engineering talent to create engaging stories powered by our cutting-edge technology,” said Culture Machine CEO and co-founder Sameer Pitalwalla. “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.”

Fans can access the content for free through the NBA app and content creator pages like Being Indian, Put Chutney, Viva, and Blush.

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