Tuesday, 25 June 2019 22:38

Unbnd partners with NBA on basketball TV broadcasts

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The National Basketball Association in the US and Unbnd, an Australian technology company, have announced a content partnership to broadcast NBA TV — the league’s 24/7 dedicated linear channel — and game highlights in a "mixed reality theatre experience" to fans in Australia and Singapore.

Beginning with the 2019-20 NBA preseason, Unbnd will launch its new Missing in Action content platform, which will allow users to experience live NBA games, highlights and original programming.

Unbnd says the MIA platform will use mixed reality to enhance the NBA broadcast experience for fans, simulating a 360-degree virtual theatre environment that displays real-time game statistics and interactive branded content experiences.

“With the AR and VR industry set to reach a value of $20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention,” said Antony Arena, chief executive and founder of Unbnd.

“As a big fan of the game, this partnership with the NBA is a huge deal for me on a personal and professional level, and we’re excited to take fans from being spectators to actively engaging with the content in a meaningful, relevant and exciting way.”

Ramez Sheikh, NBA Asia head of Global Content and Media Distribution, said that as content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience, and this partnership with Unbnd will allow us to provide another next generation viewing option to our fans.”

“By combining NBA content with Unbnd’s enhancements, we will deliver an immersive and unique experience to further engage fans of the NBA.”

The MIA app will be available before the start of the 2019-20 NBA season across iOS, Android and all compatible virtual reality headsets.


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Peter Dinham

Peter Dinham - an iTWire treasure is a mentor and coach who volunteers also a writer and much valued founding partner of iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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