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NBA expands League Pass reach with smart TV platform VIDAA

LeBron James of the Los Angeles Lakers handles the ball while Giannis Antetokounmpo of the Milwaukee Bucks plays defence (Photo by Andrew D. Bernstein/NBAE via Getty Images)

The NBA basketball league has signed a multi-year deal with smart-TV operating system VIDAA USA to make its NBA League Pass subscription service available for purchase on all Hisense and Toshiba TVs through the platform.

The deal begins with the 2020-21 NBA season and will provide more than 20 million users of VIDAA-enabled smart TVs across Africa, Asia-Pacific, Europe, Latin America and the Middle East with the option to purchase NBA League Pass.

NBA League Pass provides live and on-demand access to every NBA game and offers live stats and multiple viewing options, including NBA Mobile View. The service also includes exclusive NBA TV programming such as NBA GameTime, The Warmup, #Handles and The List.

Matt Brabants, senior vice-president of global media distribution and business operations for the NBA, said: “VIDAA’s vast reach and strong commitment to promoting NBA League Pass will help us continue to grow the game of basketball in priority markets around the world.”

In January, VIDAA announced the global launch of a revamped version of the platform, including a new user interface and the integration of content providers to enhance the user experience. The platform now incorporates a centralised user management, advertising and billing system.