The NBA today is producing a Summer League game in Las Vegas "so that the action appears on a cell phone in a vertical configuration" in order that fans watching on mobile "don't have to turn their cell phones sideways." NBA Exec VP/Operations & Technology Steve Hellmuth said that the league is "aware that millennials do not like to watch their videos and action on cell phones that are placed in a horizontal position" ( LVSPORTSBIZ.com, 7/9 ). The "vertical view" production will be in place for two Summer League games that "will be shown internationally, a move the NBA decided to utilize based on research among viewers in China" ( AP, 7/1 ).
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