/// TNT Tips Off NBA Playoffs with Rihanna

April 19, 2013  |  Media Week

With the curtain set to go up on the 2013 NBA Playoffs, Turner Sports is priming the promotional pump with a little help from Rihanna and the Crossroads of the World. Beginning Sunday night, TNT will hype its coverage of the opening round of postseason play with a 30-second spot featuring Rihanna belting out “Right Now,” the anthemic track from her 2012 album Unapologetic. Produced by Turner Sports, the “Right Now” promo will premiere on TNT’s Inside the NBA following Game 1 of the Houston-Oklahoma tilt. The studio show caps a full day of action; at 1 p.m. EDT Sunday, TNT tips off its postseason coverage with Atlanta at Indiana, following up with Milwaukee at Miami at 7 p.m. and the aforementioned Rockets at Thunder showdown immediately thereafter. Designed to reinforce TNT’s familiar “Win or Go Home” refrain while imparting a particularly heightened sense of urgency, “Right Now” serves as the unifying theme for the network’s NBA Playoffs coverage. Keying off the song’s bridge, the lyrics drive the point home with all the ferocity of Blake Griffin posterizing a defender with a monster dunk: “Something you wanted to do all your life / There’s no waiting, tonight is the night / And it can’t be wrong, not if it feels this right / Turn it up, scream it loud, yeah…” Among the NBA stars that are spliced in with shots of Rihanna are Chris Bosh, Carmelo Anthony and Paul Pierce.

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