For the second consecutive year, the NBA and CCTV will produce a customized feed of the All-Star Game for fans in China. This year’s feed will highlight CCTV's 20th anniversary as an NBA partner and a halftime interview with NBA All-Star Kobe Bryant of the Los Angeles Lakers.
CCTV aired 30 second promotional spots, co-produced by the NBA, throughout the season promoting the milestone and NBA.com/China is conducting Fan Forums during All-Star giving fans the opportunity to write in their favorite NBA moments over the past 20 years. The most popular moments will be showcased on CCTV throughout the year.
The 20th anniversary celebration coincides with another celebration, Chinese New Year. To honor this special holiday, CCTV will air NBA All-Star Saturday Night on tape delay so that it will air on Sunday afternoon, the first day of the new year, giving fans the opportunity to enjoy the events with their friends and family.
The NBA has formed an agreement with The Venetian Macao to be the Presenting Partner of the 20th anniversary All-Star Game telecast on CCTV. The Venetian Macao will promote the new Venetian Macao Resort Hotel, which is set to open in the summer of 2007, with commercial spots and enhancements within the broadcast.
The Venetian Las Vegas, The Venetian Macao’s namesake, and the NBA will co-host CCTV’s 20th anniversary gala following All-Star Saturday Night where NBA Commissioner David Stern and CCTV’s Chief Controller of sports, Jiang Heping, will commemorate this special milestone and celebrate the future of the NBA in China on Chinese New Year. NBA Legends Scottie Pippen, Walt Frazier, Tim Hardaway and George Gervin will be in attendance.
NBA players and legends will also be interviewed throughout All-Star from select locations within The Venetian Las Vegas for an “All-Access” segment that will be integrated into CCTV’s All-Star halftime coverage.
“Dating back to its first broadcast of the 1987 All-Star Game, CCTV has played an integral role in the growing popularity of basketball and the NBA in China,” said Heidi Ueberroth, NBA President, Global Marketing Partnerships and International Business. “As we celebrate 20 years of the NBA on television in China, we are encouraged by the bright future that we have to continue growing the sport in the region with partners like CCTV and The Venetian Macao.”
“Throughout these 20 years, Chinese viewers and fans have witnessed the development of the NBA in China, and in turn, Yao Ming’s growth in the NBA,” said Mr. Jiang Heping, Chief Controller, CCTV Sports. “I hope that a closer cooperation between CCTV and the NBA will enable more Yao Ming's to emerge from China and allow the game of basketball to further develop here.”
“Partnering with the NBA and CCTV is a great opportunity for us to bring more of this exciting professional sport to China,” said William P. Weidner, president and chief operating officer of Las Vegas Sands Corp. “With the opening of our 15,000-seat arena at The Venetian Macao later this year, we will undertake an ambitious effort to bring an array of professional sports, world-class entertainment, and international prominence to Macao and the entire region.”
The gala at The Venetian Las Vegas will also be available for viewing by fans on NBA.com/china through video broadband content showing highlights from CCTV and the NBA’s 20th anniversary party.
NBA coverage on CCTV has significantly expanded in the 20 years since it aired the 1987 All-Star Game. Its programming line up now includes four live NBA games per week, the All-Star Game, Playoffs, The Finals and a locally produced weekly magazine show "Hoopark."
The NBA’s relationship with China dates back to 1979 when the Washington Bullets (now Wizards) played two exhibition games against the Chinese National team. Last season over one billion viewers in China tuned in to NBA games and programming. Currently, NBA merchandise is sold in 20,000 retail locations and the NBA has 16 marketing partners in China.
About the NBA
The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2006-07 season, the NBA will distribute 45,000 hours of programming to 215 countries and territories in 41 languages. The league’s worldwide reach can also be seen with 83 international players on NBA rosters. Domestically, the NBA broadcasted 142 games on national television last season on ABC, TNT, ESPN and ESPN2, and eclipsed attendance records for the third consecutive season.
NBA TV, launched in 1999 as the first 24-hour television channel created and operated by a professional sports league, is distributed to 66 countries. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents; NBA.com gets more than half of its visitors from outside the United States.
As fans witness tremendous performances on the court, some of the NBA’s most significant efforts occur off the court. NBA Cares is the league's social responsibility initiative that builds on the NBA's long tradition of addressing important social issues in the United States and around the world. During the first year of NBA Cares, teams, current and former players, and the league office contributed 205,000 hours of hands-on volunteer service, raised more than $32 million for charity, and created 109 places where kids and families can live, learn or play. NBA Cares works with internationally-recognized youth-serving programs that support education, youth and family development, and health-related causes, including: UNICEF; Reading Is Fundamental; Habitat for Humanity; Boys & Girls Clubs of America; Feed the Children, Special Olympics, KaBoom!, Make-A-Wish Foundation, and many others.