Mumbai, Oct 20 (IANS) The National Basketball Association (NBA) and Multi Screen Media (MSM) on Tuesday announced a multi-year extension of their partnership that will provide fans with up to 14 live NBA games per week on Sony Six. The NBA and MSM first announced their partnership in the 2010-11 season. Sony Six will broadcast up to two regular season games per day in addition to NBA All-Star, the playoffs and the Finals. 

“Our partnership with the NBA has seen basketball become the fastest growing sport in India over the last few years. This clearly indicates that the TV viewing audience for the NBA will continue to rise,” said Sony Six and Kix business head Prasana Krishnan. NBA India managing director Yannick Colaco said: 

“We are excited to extend our partnership with Sony Six to continue delivering comprehensive coverage of the NBA to our fans. The popularity of the NBA continues to grow and through the diversity of NBA programming on Sony Six, we will continue attracting and engaging with existing and new viewers alike across India.” Sony Six’s coverage of the 2015-16 NBA season will begin October 28.

    The IANS was founded by Indian American publisher Gopal Raju as the India Abroad News Service. It was later renamed the Indo-Asian News Service.

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