Amidst the drama surrounding last month's takeover bid for Disney
Yesterday, the nation's largest cable operator announced a multi-year deal with the National Basketball Association to carry NBA TV. Starting next month, it will offer the 24-hour channel to its 21 million-plus customers, as well as NBA highlight packages as part of its video-on-demand service.
For Comcast, the benefits are twofold. First, NBA TV will help it compete with satellite providers EchoStar
Bigger picture, the deal further highlights the role of sports content in television. Just this week, in a dispute with Viacom
Bigger picture still is the increasing role sports content plays in the general media. Sirius Satellite Radio
Whether any of this pays off in the end remains to be seen. But one thing is clear: If content is king, sports clearly has the ear of the court.