SBJ/Nov. 8-14, 2010/This Week's Issue

Blazers pair live games, other video


“Trailblazerstv” makes its debut this week.

The Portland Trail Blazers are launching an online digital network that will combine live game streaming with other live and taped video content.

The team this week will roll out its “Trailblazerstv” online network, which will be free and accessible through Trailblazers.com.

Other NBA teams have video packages streaming on their websites, but Blazers officials said they are the first NBA team to combine live streaming of games with other live programming and on-demand video.

“It’s a box within a box and what makes this unique is that we will have live streaming content every day,” said Sarah Mensah, chief operating officer for the Blazers.

The Blazers last year were the first NBA team to stream live games in a pay-per-view model. The Chicago Bulls and the Philadelphia 76ers followed suit, but this season the Blazers are the only team to stream live games — offering 15 games on Trailblazers.com available within a 150-mile radius of Portland. Now, the team is expanding its digital efforts by adding five additional live shows hosted by the team’s TV and radio hosts, along with pregame, halftime and postgame shows. The on-demand content will include game highlights and other team related video

All shows will be produced in-house via the team’s production studios. The team did not disclose the production costs.

The team is planning to sell ads and sponsorships around “Trailblazerstv,” and hopes to land a title sponsor.

The team has streamed one game live so far this season, attracting 13,000 unique views throughout the course of the game with traffic peaking at 1,200 simultaneous views, team officials said.

“We want to beef up the time people are viewing,” said Dan Harbison, the team’s director of interactive marketing. “It is about how long we will have fans engaged with us and then being able to turn that around for potential partners.”

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