New NBA TV Content Partnership Focuses On VR And AR Integration
The 2019-20 NBA preseason will see the introduction of a new content partnership between NBA and Australian technology company, Unbnd, offering subscribers in Australia and Singapore mixed-reality broadcast features.
As part of the agreement Unbnd is launching a new platform called Missing in Action (MIA) on the NBA’s dedicated linear channel, NBA TV, which will integrate virtual reality and augmented reality features into its content ahead of the new season.
The partnership aims to enhance the NBA broadcast experience, simulating a 360-degree ‘virtual theatre’ environment that displays real-time game statistics and interactive branded content experiences. Immersive coverage will incorporate live NBA matches, game highlights, as well as original content.
Antony Arena, Unbnd’s Founder and Chief Executive, said: “With the AR and VR industry set to reach a value of US$20 billion in 2019, we know MIA will really appeal to fans and open doors for brands looking to attract and retain consumer attention. 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, the NBA’s head of global content and media distribution in Asia, said: “As content consumption continues to evolve, the NBA has been at the forefront of technological innovations that enrich the viewing experience. 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 NBA began experimenting with VR since 2014 when it trialled the technology during a Cleveland Cavaliers preseason game, followed by the first publicly available game streamed in VR on the opening night of the 2015-2016 regular season. TNT exclusively producesvirtual reality broadcasts via its free NBA on TNT VR app.
The new MIA app will be available before the start of the 2019-20 NBA season across iOS, Android and all compatible virtual reality headsets.
