Cartoon Network partners NBA for long & short format programming

MUMBAI: Cartoon Network has inked a partnership with the NBA to develop long- and short-form basketball-themed content across a wide variety of platforms, including online, mobile, VOD and on-air. Through this partnership and the network’s alignment with Turner Sports, this announcement continues a long-standing relationship the NBA has had with Turner Broadcasting for over 25 years.

“We’re thrilled to be teaming up with one of the world’s most preeminent sports brands. This partnership with the NBA is part of the ongoing sports strategy at Cartoon Network and is a perfect extension of our brand that will allow us to continue to create even more relevant and compelling content that speaks directly to our audience,” said Turner Animation Young Adults & Kids Media president and COO Stuart Snyder.

“Cartoon Network represents the best in entertainment for kids and families, and new shows like My Dad’s a Pro demonstrate the kind of innovative programming we hope to produce in this new partnership,” said NBA deputy commissioner and chief operating officer Adam Silver.

"This collaboration is a further extension of the strong business relationship and long-term partnership we have developed with the NBA. The expansion of our partnership with the league speaks to the strength of our company. Whether it’s sports, kids’ entertainment or news programming, Turner delivers strong content on a multitude of platforms,” said Turner Sports and Turner Broadcasting Sales, Inc president David Levy.

To coincide with the NBA season tip-off in fall 2009, Cartoon Network is developing the short-form series, My Dad’s a Pro, the first programming initiative to come out of the Cartoon Network/NBA partnership. The short-form series follows the children of NBA players, and explores the day to day thrills and challenges that go along with such an exciting lifestyle.

The first of these episodes will premiere this fall. Also this fall, a basketball section will launch on