NBA TV has become the first linear sports league network to launch as a direct to consumer subscription-based streaming service.
The channel, part of the NBA's digital partnership with Turner Sports, can be accessed through NBA.com and the NBA App.
It offers fans more than 100 exclusive live NBA games, original programming and an extensive list of on-demand video content with advanced viewing options via mobile devices, connected devices, gaming consoles, tablets and web browsers, all for $6.99 per month or $59.99 annually.
The NBA TV offering will also continue to be available on an authenticated basis for fans who get NBA TV from a pay TV provider.
Turner Sports Executive Vice President and General Manager Tina Shah said: "Innovation has always been at the core of our NBA Digital partnership and the launch of this direct to consumer product, paired with new content initiatives, will provide NBA fans even greater opportunities to engage with NBA TV and our collective portfolio of brands.
"As sports consumption continues to evolve, we will continue to develop new opportunities for fans to access and engage with premium NBA content."
NBA Digital recently debuted a new NBA TV franchise, "Center Court," which features a series of 20 live NBA games with enhanced viewing options throughout the 2019-20 season.
NBA TV will experiment with Next-Generation game viewing enhancements, including new camera angles, with footage captured exclusively on smartphones; live on-screen group chats with celebrity influencers; in-depth analytics and statistical graphics; and social media integration.
Alternative streaming options for "Center Court" games are accessible through the NBA App and NBA.com for all fans who get NBA TV from a pay TV provider or with an NBA TV direct-to-consumer subscription.
Those options include: "Backcourt" streams featuring Second Spectrum technology, with statistical overlays on the game feed, and "Frontcourt" streams incorporating alternative audio options with rotating groups of NBA influencers.
NBA Senior Vice President of Direct to Consumer Chris Benyarko said:
"We are thrilled to offer more ways than ever to access NBA TV and provide a preview of the future live game viewing experience"