• by Wayne Friedman , June 4, 2009

In its efforts to widen sport-specific TV networks, Comcast announced a new seven-year deal with NBA TV.

The deal will add some 8 million subscribers to NBA TV, growing to 10.8 million at the cable operator's Digital Classic service. Other financial terms, such as the wholesale monthly subscriber price, were not disclosed. Reports suggest that NBA TV lowered its subscribers fees to gain broader Comcast coverage.

Comcast will continue to offer NBA League Pass, the league's subscription package that provides subscribers with up to 40 out-of-market, live NBA games each week. As part of the deal, subscribers have access to NBA games online at no additional cost through NBA League Pass Broadband.

The new Comcast arrangement is with NBA Digital, a partnership between the NBA and Turner Sports, which jointly manages the NBA's digital assets: NBA TV, NBA.com, NBA League Pass, NBADLEAGUE.com and WNBA.com.

NBA TV is the league's 24-hour digital television network that offers more than 100 live NBA games. With the Comcast deal, NBA TV looks to get to 30 million subscribers overall.

Comcast also upgraded carriage of the National Football League's NFL Network, after a long-term battle between the league and the cable operator. Media executives said that the 10-year deal would cost Comcast 40 cents to 45 cents per subscriber, down from the NFL's previous asking price of 70 cents. Some cable operators spend a bit more, according to sources, as high as 83 cents a sub.

Earlier this week, Comcast also added National Hockey League's NHL Network to its Digital Classic service, reaching nearly two-thirds of the Comcast's total digital customer base.