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BY JONATHAN BLUM, KAGAN
The $2.4 billion rights deal that brought the NBA to cable seems to be paying off. TNT has boasted that the 2003 NBA All-Star Game on Feb. 9 was the highest-rated NBA game in cable history, with a 6.6 rating, delivered to just under 7.1 million television households. While TNT only carries the NBA on Thursday nights, it has impressively grown its average prime-time male 18-to-49 viewing audience by 63%.
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