MUMBAI: Video sharing site YouTube, Inc. and the National Basketball Association (NBA) have launched Post Up the NBA on the new NBA Channel on YouTube.

The new channel will provide fans around the world and the entire YouTube community with the opportunity to submit video clips of their best basketball moves, and access original NBA content throughout the remainder of the 2006-07 NBA season.

NBA fans are encouraged to upload their “best moves” to the site www.youtube.com/nba) and rate other videos posted by fans. The top Post Up the NBA videos submitted will be selected and compiled into a special weekly highlight reel “NBA Top 10 on YouTube” that will be featured on the “NBA Channel.

YouTube co-founder Chad Hurley says, “By delivering a wide array of programming to YouTube, the NBA will be able to connect with its existing worldwide fan base and reach a vast new audience that is passionate about basketball”.

Google CEO Eric Schmidt says, "The NBA consistently delivers some of the most exciting content in all of sports. We are thrilled to partner with the NBA to give them access to an amazing platform to further engage their fans around the world.”

NBA commissioner David Stern says, "NBA fans will be able to interact and share their passion for the game by posting their ‘best moves,’. YouTube’s popularity and wide-reaching community of users provides the NBA with another unique way to reach our fans.”

Along with providing fans an opportunity to post their best basketball moves, the NBA will post select plays and behind-the-scenes video highlights from NBA.com on the “NBA Channel” on YouTube.

YouTube and the NBA have extended their partnership beyond video footage and community building. As part of the agreement, the NBA will join the growing number of content partners taking advantage of YouTube’s “Claim Your Content” program. This features a content identification and reporting system for user uploaded videos, allowing the league to identify its copyrighted content. The NBA will have the option to remove content from YouTube or share in the advertising revenue generated, if any.

Google and the NBA are also currently conducting a test to syndicate NBA video content across Google’s AdSense network, adding to the growing list of content providers sharing engaging, relevant material with participating publishers. As part of this test publishers small and large, cutting across a variety of categories, will receive syndicated clips of NBA action.