NBA reaches out to RP market

If you’re a hoop junkie, this one’s for you. Solar Entertainment Corp. is putting on National Basketball Association (NBA) fare on its soon-to-air, 24-hour, all-sports cable TV channel at a dazzling frequency of 12 hours daily, seven days a week, 52 weeks a year.

That’s not all.

Solar will telecast two NBA games a week during the regular season and playoffs on free-TV, too. And there are plans for Solar to co-produce a weekly half-hour program showcasing the on-court roles and off-court lifestyles of NBA stars. Of course, the package wouldn’t be complete without sending local broadcasters to cover the NBA All-Star Weekend and the NBA Finals live on site to bring the action closer to home.

NBA vice president for international TV and media Scott Levy, who was recently in town to celebrate Solar’s newly-renegotiated, four-year extension as the league’s local TV franchise holder, said the deal is unprecedented. It’s the broadest agreement signed by the NBA in Asia ever and puts the Philippines at the top of the list in terms of NBA coverage hours on TV in the region.

Last season was Solar’s first as the NBA’s local TV distributor. Obviously, Solar and the NBA liked the chemistry of their fusion.

"Solar’s new agreement with the NBA will usher in a new era for the NBA in the Philippines–with more hours of NBA entertainment than in previous years," said Solar president William Tieng. "Filipinos love NBA basketball. Solar is very pleased to give Filipino sports fans exactly what they have been asking for–more NBA games."

Solar is making available to local fans for the first time ever a six-hour block provided by NBA TV, the league’s 24-hour digital TV network, on its sports channel. The block will feature stats, scores, and news from the NBA’s official website nba.com, studio-based programming, look-ins of games, highlights, and shows from the NBA archives. The six-hour block will be repeated on a same day basis, bringing the total exposure to 12 hours a day.

Levy flew in with manager of international TV Matthew Brabants and Chris Chew, Carlo Singson, and Cheong Sau Ching from NBA Asia in Hong Kong. Both Levy and Brabants are based in New York.

The Tieng brothers–Wilson and William–hosted a gathering of over 500 guests, including advertisers and celebrities, to toast the new NBA deal in a night to remember at the Fort in Makati recently. Guests were treated to a spectacular audio-visual presentation of Solar’s past, present, and future interspersed with live dance numbers.

What brought the house, or the Tent, down was a surprise insert in the audio-visual, produced by the NBA. The insert featured NBA Commissioner David Stern, "Inside Stuff" host Ahmad Rashad, Detroit Pistons star Jerry Stackhouse, and Dallas Mavericks forward Juwan Howard acknowledging the Filipino fans’ passion for the game and congratulating Solar for its landmark deal.

Levy said the TV package will anchor the NBA’s promotions effort in the country. He described it as the critical element that will provide support to the league’s merchandising thrust.

The NBA signed its first licensing deal here in 1999 for Philand Industries to manufacture, distribute, and promote NBA licensed stationery. A year later, it inked a multi-year contract for Pro Star to produce, distribute, and market NBA licensed apparel and accessories. Last year, the NBA entered into an exclusive licensing agreement with Philippine Long Distance Telephone Co. to manufacture and distribute NBA player phone cards. And a few months ago, it came to terms with Globe Telecom on a promotional license agreement for an NBA-themed short-message-service promotion.

In an exclusive interview, Levy said the NBA is comfortable with its emerging image as a global, not just an American league. Last season, 52 international players from 30 countries and territories filled NBA rosters. In the playoffs, 26 non-Americans saw action. And the NBA’s rookie of the year was Pau Gasol of Spain.

In the Finals, over 750 million households watched the Los Angeles Lakers battle the New Jersey Nets on TV in more than 205 countries with action translated in 36 different languages. Each year, it is estimated that 2.5 billion people all over the world comprise the audience of an NBA game.

Levy, who joined the NBA in 1996 after working for McCann-Erickson Worldwide, said he’s not bothered by the invasion of non-Americans in a league that was created in the US.

"The NBA is about competition at its best, regardless of race or nationality," he said. "It’s not a concern if a team like the Lakers repeatedly wins the title for as long as they prove themselves on the court. Fans want to see the best basketball players in the world and they’re in the NBA.

On Michael Jordan, Levy said it was a boost for the NBA that he came back to play for the Washington Wizards last year because fans not only got to watch his Airness once more but also their eyes were opened to appreciate the likes of Kevin Garnett, Kobe Bryant, Steve Francis, and Allen Iverson.

"The fans whom Jordan brought in were introduced to our other stars and they liked what they saw," continued Levy who stressed that the NBA’s future is secure with its broad-based star foundation.

Levy agreed with prominent hoop scribe Alex Wolff that the next international player in the mid-size category to break into the NBA could be a Filipino. "Sooner or later, we should see a Filipino in the league," said Levy. "I know there are some great Filipino players out there. NBA teams that don’t look at international talent will find themselves at the bottom of the standings."

Levy said he’s not worried that the Philippines will be deluged by too much basketball on TV. "As far as the NBA is concerned, we offer the best basketball there is and the fans know our level of competition has no equal," he said.

Levy paid tribute to Solar for its ability "to customize programming for a Filipino audience (which) is a very important aspect to the NBA."

Solar executive vice president Peter Chanliong said the NBA package will be the lead product in the company’s 24-hour all-sports cable TV channel. Among Solar’s other properties are the 2002 World Pool Championships, the 2002 World Basketball Championships, and the Ultimate Fighting Championships.