Turner Sports plans to use new programming on TNT in the days leading up to this year's NBA All-Star Weekend in Los Angeles to drive interest in the annual event.
The 2003 All-Star Game is scheduled for Feb. 15 at Staples Center. On Feb. 9 and Feb. 10, TNT plans to broadcast exclusive NBA doubleheaders followed each night by an "Inside the NBA" show broadcast live from Southern California. The first show will be broadcast from Universal City, Calif.; the second will originate from Magic Johnson Theatres in Compton, Calif. Both shows will be sponsored by Sprite, which is an NBA sponsor, and will include musical acts that have yet to be decided.
Though the "Inside" shows won't air until after midnight on the East Coast, TNT officials believe the live shows will create a buzz in the large Los Angeles market that, in turn, will help drive national ratings for the all-star coverage that will follow.
Last year was the first time the NBA All-Star Game was broadcast on cable, and TNT did not broadcast any NBA games during the week until its usual Thursday night broadcast. The 2002 All-Star Game, which featured Michael Jordan's final all-star appearance and went two overtime periods, generated a 6.6 rating.
"We want to be in the market earlier in the week so that we are part of the build-up to that weekend," said Jeff Gregor, TNT's senior vice president of sports marketing and programming. "The NBA All-Star Game hasn't been in Los Angeles in 20 years, and having the star power is going to add to the cachet."
TNT's "Rising Stars & Living Legends" all-star marketing campaign will promote the game with a heavy local and national advertising effort. That includes a 30-second commercial to be shown in Regal Cinema theaters nationwide to complement advertising that will run on Turner properties.
The network also will broadcast the NBA Rookie Game during prime time on Feb. 13, a Friday, instead of its usual Saturday afternoon slot during all-star weekend in hopes of attracting a wider audience.
Turner officials would not disclose their marketing budget or ratings expectations for the All-Star Game.
"The bar was set last year, and we are doing everything we can to build awareness," Gregor said. "Moving the rookie game to prime time Friday night should give us a natural lift, and it should create a bigger opportunity."
