NBA Digital Announces Launch of NBA.com All-Star Scene Providing Unprecedented All-Access Coverage of NBA All-Star 2009

NBA Digital today announced the launch of www.NBA.com All-Star Scene, a landmark innovation in online sports coverage that will include NBA players, celebrities and VIPs utilizing small handheld video devices and mobile phones throughout NBA All-Star 2009 in Phoenix to deliver fans exclusive content shortly after it is captured.

NBA.com All-Star Scene, available at www.nba.com/allstarscene, will feature four unique video channels of not-to-be-missed moments from NBA All-Star, including NBA Cares Day of Service events, celebrity appearances and game practices. All videos will also be available simultaneously on various social network sites and mobile devices for fans to access.

Additionally, fans can upload their own photos as well as record a video at NBA Jam Session presented by adidas which they can find exclusively on the site.

NBA.com All-Star Scene builds on NBA Digital’s commitment to using a multi-platform experience to increase fan interactivity, provide them control over their NBA experience and allow them to engage with other fans and the NBA like never before,“ said Bryan Perez, senior vice president and general manager of NBA Digital. ”This initiative harnesses the breadth of NBA TV, NBA.com and NBA Wireless as one coordinated package in a manner never attempted in sports"

The NBA.com All-Star Scene channels include:

· Player Channel: Showcase of videos captured by or featuring various NBA players who will contribute a variety of video submissions.

· Celebrity and VIP Channel: Showcase of video captured by or featuring the high-profile personalities.

· Jam Session presented by adidas/Block Party presented by Right Guard Channel presented by HP: Fans can visit the “NBA Digital Headquarters” area at NBA Jam Session and record a mock segment as an NBA TV on-air analyst. Additionally, at the NBA Block Party presented by Right Guard fans will have the opportunity to take green-screen photos alongside images of NBA TV’s Tuesday Night Fan Night announcers, including host Ahmad Rashad and analysts Chris Webber and Gary Payton. All videos and photos will be available for viewing exclusively on the Jam Session/Block Party Channel presented by HP.

· Fan Shots: Fans can show their passion for the NBA by uploading their own photos.

Fans can view the most recent videos on the All-Star Scene main page and access additional videos within the libraries of each section. The “Featured” section will showcase special segments that have been posted throughout the weekend.

NBA.com All-Star Scene will also allow fans to upload comments directly on the page and follow the updates of other fans. Both the Player Channel and Celebrity/VIP Channel widgets will be featured on the official NBA Facebook page and can also be embedded by fans on their favorite social network sites.

NBA Digital is a landmark partnership between the NBA and Turner Sports in which Turner manages the NBA digital assets, which include NBA TV, NBA.com, NBA League Pass, NBADLeague.com and WNBA.com.