Tuesday, April 14, 2026

NBA, Turner Grow Engagement With Twitter Show and Free League Pass

  • #NBATogether on Twitter averaging nearly one million views per episode.
  • Consumption on NBA League Pass is up double-digits thanks to free promotion.
Credit: Jason Getz-USA TODAY Sports

NBA TV, operated by Turner Sports, has adopted a three-pronged approach to entertaining basketball fans at home as it awaits the return of live games.

The network’s content strategy during the coronavirus pandemic has relied heavily on original programming, classic games, and a new Twitter talk show.

That show, called “#NBATogether With Ernie Johnson,” aims to connect with digital consumers. It features TNT’s “Inside The NBA” host Johnson interviewing guests from around the league. Participants so far have included NBA Commissioner Adam Silver and Toronto Raptors President Masai Ujiri.

#NBATogether airs exclusively first on the NBA’s Twitter account and has averaged nearly one million views per episode.

“NBA TV has always been focused on super-serving NBA fans with a full complement of unique content, and we’ve tried to maintain that as much as possible,” Tina Shah, executive vice president and general manager of Turner Sports, said. “We’ll keep experimenting with new ways to reach and interact with fans until live sports resume.”

The NBA, which suspended its season on March 12, has also leaned into social media during the coronavirus by leveraging Instagram Live to stream player interviews with other NBA TV hosts as well as talent from ESPN – its other media rights partner. The 43 livestreams to date have averaged 394,000 views each.

Current NBA players are also featured on the league’s IG Live platform multiple times per week to participate in fan Q&A’s.

READ MORE: NBA Offers Home Drills for Pent-Up Kids as Pandemic Response Expands

Last month, the NBA and Turner made out-of-market games through NBA League Pass free to fans until play resumes, akin to steps taken by other U.S. professional sports leagues. The promotion opens the league’s entire library of classic games up to fans, including action from the 2019-2020 season. 

NBA League Pass typically costs consumers between $29.99 to $124.99 per year. Packages range from NBA TV broadcast games plus analysis to single-team passes and all NBA out-of-market games aired without commercials. 

“The response has been overwhelmingly positive, with increases in the amount of daily video-on-demand consumption and double-digit growth across video starts, time spent, and time spent per viewer when compared to regular-season averages,” Shah said.

However, the NBA League Pass promotion is not intended to convert free users into paying customers when the NBA does return, Turner said.

“Our sole intention with this complimentary access to NBA League Pass was to put the fan first,” Shah said. “The NBA is premium content, and conversion was not a factor in the decision.”

Until weekly NBA games return to NBA TV, Turner will continue relying on established programming.

“NBA GameTime” – the network’s flagship daily studio show – is now produced remotely, with analysts and NBA All-Stars like Trae Young and CJ McCollum featured nightly. Similarly, Turner recently aired a remote episode of its “Open Court” show with Dwyane Wade, Chris Webber, and other on-air talents.

“On a daily basis, [our production division] is sharing ideas, devising show rundowns, securing guests, coordinating interviews, and using technology such as Kiswe to facilitate them,” Shah said. “This while post-producing a variety of shows and projects; everything it takes to pull off these content initiatives.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Cathy Engelbert Aggressively Parries Questions About Her Future

“I wonder whether you would ask that of a man.”
ESPN's Jay Bilas speaks during ESPN's 'College GameDay' broadcast ahead of No. 4 Tennessee's basketball game against No. 10 Texas at Thompson-Boling Arena in Knoxville, Tenn., on Saturday, Jan. 28, 2023.
exclusive

Bilas to Fill Malone’s Role on ESPN NBA Playoff Coverage

Bilas will call playoff games alongside Ryan Ruocco.
May 9, 2024; Boston, Massachusetts, USA; Cleveland Cavaliers guard Donovan Mitchell (45) reacts after a basket buy forward Evan Mobley (4) against the Boston Celtics in the first quarter during game two of the second round for the 2024 NBA playoffs at TD Garden. Mandatory Credit: David Butler II-USA TODAY Sports

NBA Teams To Get Lowest Luxury Tax Check Since Pandemic

Just seven teams wound up in the luxury tax.

NBA Playoffs Set to Leave Local TV Behind in Streaming-Heavy Shift

The league’s new TV deals introduce a stark reality.

Featured Today

Matthew Schaefer/Front Office Sports

Matthew Schaefer Has the Hockey World in His Thrall

The teenage Islanders defenseman cannon-balled into the NHL.
April 9, 2026

College Athletes Are Ignoring NCAA Gambling Bans

“We were going to bet regardless,” says one former D-I athlete.
April 8, 2026

Why Did FIFA Do a Deal With an Obscure Prediction Market?

The product is scheduled to launch on Thursday.
Mar 28, 2026; Houston, TX, USA; Illinois Fighting Illini forward David Mirkovic (0) and center Tomislav Ivisic (13) react in the second half against the Iowa Hawkeyes during an Elite Eight game of the South Regional of the men's 2026 NCAA Tournament at Toyota Center.
April 4, 2026

Loopholes Enable Int’l College Basketball Players to Cash In

Schools have scrambled to find a way to compensate international players.
opinion

Masters Sunday Was Rare Golf Stumble for CBS

Viewers were left hanging on the most important shot of the tournament.
Feb 8, 2026; Santa Clara, CA, USA; New England Patriots head coach Mike Vrabel walks on field before Super Bowl LX against the Seattle Seahawks at Levi's Stadium. Mandatory Credit: Mark J. Rebilas-Imagn Images
exclusive
April 9, 2026

Vrabel-Russini Photos Were Shopped to Multiple Outlets

The New York Post published the now-viral photos on Tuesday.
Feb 10, 2022; Los Angeles, CA, USA; Dianna Russini appears on the red carpet prior to the NFL Honors awards presentation at YouTube Theater. Mandatory Credit:
exclusive
April 10, 2026

The Athletic Probing Dianna Russini Over Mike Vrabel Photos

The Athletic previously released a statement defending the NFL reporter.
Sponsored

From Gold Medalist to Business Founder

Allyson Felix on investing in women’s sports and what comes next for track & LA28.
Apr 9, 2026; Augusta, Georgia, USA; Rory McIlroy tees off on the eighth hole during the first round of the Masters Tournament at Augusta National Golf Club. Mandatory Credit: Kyle Terada-Imagn Images
opinion
April 9, 2026

Why Prime Video Was Wise to Lay Up During Masters Debut

Amazon’s modern broadcast still felt traditional.
Apr 9, 2026; Augusta, Georgia, USA; Sam Burns putts on the 15th green during the first round of the Masters Tournament at Augusta National Golf Club. Mandatory Credit: Kyle Terada-Imagn Images
April 9, 2026

Amazon Passes Masters Test During Debut

Prime Video streamed two hours of coverage Thursday afternoon.
April 9, 2026

NFL Faces DOJ Investigation With Media-Rights Battle Heating Up

Washington’s growing scrutiny of the league is deeply layered.
Apr 4, 2026; Phoenix, AZ, USA; ESPN reporter Holly Rowe during practice for the 2026 NCAA Women's Final Four at Mortgage Matchup Center. Mandatory Credit: Kirby Lee-Imagn Images
April 9, 2026

Holly Rowe Talks WNBA Draft, Auriemma-Staley Dustup

The ESPN reporter addressed a variety of women’s basketball topics.