OTT & Digital

NBA targets Indian market with digital media deal

Basketball league partners with Times Studio to deliver short-form videos in India.

by Sam Carp

NBA targets Indian market with digital media deal

The National Basketball Association (NBA) has announced a partnership with Times Studio, the digital video content subsidiary of Indian media company Times Internet.

The agreement will deliver game highlights and produce original programming for fans in India including short-form videos focusing on on-court storylines, player profiles, and the history of the NBA.

In addition, the partnership will lead to the creation of localised content exploring basketball culture in the South Asian country and teaching the game to new fans.

The content will be distributed via Times Internet platform, potentially reaching more than 45 million unique users each month. As part of the deal, Times Studio will also launch NBA-dedicated sections on and, featuring extensive coverage of the North American league by Times’ editorial team.

“The Times Group has a proven track record of developing and producing engaging content that resonates with audiences, making them an ideal partner to help us further connect with our fans,” said Mairu Gupta, NBA India senior director of content and media distribution.

Times Studio chief executive Rajesh Bahl added: “This partnership will feed the fans’ growing demand for the game and expose our existing audience to the world of the NBA.”

India remains a major growth market for the NBA and Adam Silver, the league’s commissioner, said in February that he is planning to bring a pre-season game to the country.