NBA highlights go mobile via Score Media iPhone app

TORONTO (Hollywood Reporter) - Canadian broadcaster Score Media has pacted with the National Basketball Association to distribute video of game highlights on the iPhone for free.

The Toronto-based sportscaster will use its proprietary iPhone application, launched last August, to push NBA in-game and post-game highlights, scores and statistics into the Canadian mobile market.

The agreement with the NBA will start with the current 2009 NBA playoffs -- under way this week -- and run through the 2009-10 NBA regular season and playoffs.

Score Media and the NBA initially will monetize the free mobile offering with advertising support from drinks brand Sprite.

Score Media operates Canadian sports cable channel the Score and has pushed hard in the last year into the online and mobile space.

During the recent NCAA March Madness college basketball competition, which Score Media aired in Canada, the broadcaster secured 1.2 million views of NCAA basketball pages on its iPhone application and about 80,000 views of streaming mobile video highlights.