The Ultimate Assist

This volume examines the relationship between the NBA and the television networks who broadcast its games. It reveals several broadcast strategies that were implemented to help NBA basketball to grow, from the late 1970s-1980s to the present.

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This volume examines the relationship between the NBA and the television networks who broadcast its games. It reveals several broadcast strategies that were implemented to help grow the sport of NBA basketball from the late 1970s-80s to the present. It features exclusive interviews with key personnel and offers an integrated model of mass media and uses and gratifications effects.