SBJ/20100201/This Week's News

NBA.com revives All-Star programming

NBA Digital this week is reviving within NBA.com its All-Star Scene area, an ambitious All-Star Game-themed digital programming effort that debuted a year ago.

The prime addition to the All-Star Scene offering for this year’s event in Dallas will be 12 hours of live programming on Friday, Feb. 12, including an All-Star version of NBA Digital’s interactive talk show, “The Jump.” Like last year, the area also will include a variety of channels dedicated to player-developed content, user-generated material, and integration with real-time Facebook and Twitter feeds.

That latter social-media element will particularly manifest itself during Commissioner David Stern’s Feb. 13 state of the league address, during which he will answer fan-submitted questions.

“Everything we did before [in Phoenix last year] is coming back with a vengeance, and then some,” said Bryan Perez, NBA Digital senior vice president and general manager. “It’s a lot more boots on the ground and many more tentacles out there into the various activities of the All-Star Weekend.

“We’re absolutely all about recreating the feeling of being there and bringing fans to places they couldn’t go even if they were there. It’s not just about content, but fans becoming part of the content remotely.”

Like last year, it’s expected that many of the interactive elements of All-Star Scene will make their way onto other parts of NBA.com and NBA TV during and after All-Star Weekend. Sponsors for the All-Star Scene effort include State Farm.

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