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.

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