As media consumption habits continue to evolve leagues and teams are struggling with how to take advantage. The NBA seems to be taking a unique approach by allowing teams to broadcast their games online beginning next year. This flies in the face of other leagues centralized approach of only broadcasting games on league websites and even though this approach will cannibalize a pay service on NBA.com the league is convinced it will grow the number of people watching which is good for the game.

"Teams will be able to monetize these digital assets" says NBA commissioner David Stern. "If a team can only offer television, it loses viewers." say Lee Burke, a sports media consultant.

Other sports leagues will be watching this development with keen eyes the possibility of MLB and the NHL following suit considering that they generate so much revenue from local media deals already. The question is how NBA teams will take advantage of their new online freedom. The assumption is that it will be part of a subscription service so that there will be a direct revenue stream. Otherwise it would undermine the existing television rights system.

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