Twitter Inc. (NYSE: TWTR) has signed a deal with The National Basketball Association to broadcast two original video contents created exclusively for the social media company, a move that aims to generate more revenue from sports, news and entertainment video.
Under the deal, the NBA will produce two weekly shows that only run on Twitter’s website and app. The first one will be a weekly pregame show, while the other is still preparing. The other offerings include rapid replays and behind-the-scenes videos in Vine and Periscope.
Twitter is trying to drive more revenue from advertising by offering exclusive sports and entertainment contents. Twitter won the rights to stream 10 NFL games on Thursday night for this coming season. The deal was about $10 million.
Unlike the National Football League, Twitter didn’t get the right to stream the live NBA games as the league still had a long-term deal with Time Warner Inc’s TNT and Walt Disney Co.’s ABC and ESPN Networks until after the 2014-25 season.
NBA plans to double the amount of digital content for Twitter and the social media company will split the revenue from with the content provider. But neither side had disclosed financial terms of the agreement yet.
“We’re excited about bringing live content to Twitter, which has proven to be an ideal destination for real-time sports conversations,” NBA Commissioner Adam Silver said in a statement. “We’ve seen technology bring fans closer to our game, teams and players in ways we could have only imagined a decade ago.”