Shaun Livingston;  DeMar DeRozan;  Kevin Garnett

NBA extends agreement with BBTV

New deal includes global content management and optimization

Vancouver-based tech company Broadband TV (BBTV) has extended its longstanding relationship with the NBA to manage and enhance the sports league’s YouTube channel.

The NBA's current YouTube channel

The NBA’s current YouTube channel

The channel currently boasts more than 5.6 million subscribers and has garnered more than 2.2 billion page views.

The two organizations first came together in April 2009, when BBTV was tasked with managing and claiming the NBA’s fan-uploaded content in North America.

As part of the new agreement, BBTV will now oversee fan-uploaded content globally, and provide its VISO Catalyst tool – a proprietary technology platform used to enhance viewership and engagement – to the NBA’s YouTube channel.

“This is a great recognition of the strength of our technology products and solutions,” said BBTV founder and CEO Shahrzad Rafati in an e-mail interview with Marketing.

VISO Catalyst is comprised of several tools including constantly evolving keyword and thumbnail optimization, smart engagement and protection, video deployment and customization tools and a new collaboration agency that allows content creators to work together.

According to Rafati, VISO Catalyst provides, on average, a 34% increase in viewership for BBTV customers. The company also has another product called VISO NOVI, which detects and claims fan-uploaded content for a variety of TV shows.

BBTV currently has 20,000 content management partners garnering some two billion monthly impressions and more than 200 million subscribers. In addition to the NBA, its partners include Freemantle Media (which owns the rights to shows including the Idol and …Got Talent franchises) and A&E.

“We always look to improve and further develop our clients’ video strategies wherever possible,” said Rafati.

Media Articles

Giving marketers the inside edge

SPONSORED: In-app video from Flurry and its marketplace now available to Yahoo advertisers

Yahoo Canada’s Year in Review

SPONSORED: Tapping in to what matters most to users

The search for social marketing’s J.D. Power

Aimia CMO John Boynton says social marketing needs metrics that look deeper

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

Toronto Star hires Rethink

Agency to focus on promoting the paper's print edition and tablet news products

Former Quebecor CEO to head St-Hubert restaurant chain

Robert Depatie starts new role in February

Why there needs to be a victor in the mobile wallet wars

Retail Futurist Doug Stephens says convenience will reach a tipping point