BEIJING, March 6 (Xinhua) -- NBA China and Chinese social media giant Weibo announced Monday a new multi-year partnership to bring game highlights and original programming to entertain Chinese fans.

Through the partnership, Weibo will become NBA China's official social media platform and they will deliver content, including daily NBA game highlights, photos and statistics and livestreamed NBA events in China and behind-the-scenes access from regular-season games and so on.

Social media has transformed the way Chinese fans consume the NBA, said NBA China CEO David Shoemaker, adding that this partnership would offer NBA fans across China exciting NBA content wherever they are.

Weibo and NBA China will also co-produce original NBA-themed programs that will be featured on NBA China's official accounts on Weibo and video-sharing platform Miaopai, and on the Weibo Sports and Weibo Basketball accounts on the two platforms.

Weibo boasted about 313 million monthly active users at the end of December, with 90 percent of them coming from mobile terminals.

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