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Euroleague Basketball A Hit In China, As Audience Jumps By 25%

Euroleague Basketball's increased efforts in recent months to bring European basketball to Chinese fans resulted in the league being seen during the '15-16 season by more people for more time and on more platforms than ever before in the world's most populous country. Following a 15-year rights management agreement signed last summer between the Euroleague and media firm HBN (Beijing Hualu Baina Film & TV Inc.), TV audiences in China increased 25% as programming hours for the Euroleague tripled during the just-completed season. A total of 10 Chinese TV channels broadcast Euroleague games during the season, with the Final Four having been featured on national station CCTV5. The most-watched Euroleague game in China was the semifinal between Fenerbahce Istanbul and Laboral Kutxa, which attracted an average audience of 3.16 million viewers. On Weibo, the Final Four was the seventh-highest trending topic at one point during the weekend and attracted 12 million views and almost 10,000 comments within a single hour (Euroleague). 

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