Warner Bros Entertainment and Turner Sports have invested USD 15.8 million in basketball great LeBron James' multimedia site "Uninterrupted". (LeBron James Joins Oscar Robertson on NBA Elite List, Leads Cleveland Cavaliers Past Orlando Magic)
Launched earlier this year, "Uninterrupted" is hosted by sports site Bleacher Report, a Turner Sports subsidiary. (LeBron James, Kevin Love Lead Cleveland Cavaliers Past Milwaukee Bucks)
Sports stars upload videos, usually a minute or two long and filmed by themselves, to disclose something about their lives or other subjects that interest them.
In addition to NBA great James, Draymond Green of the Golden State Warriors and Ultimate Fighting Championship (UFC) star Ronda Rousey are frequent posters.
The investment from the Time Warner divisions will help the platform develop exclusive content, boost the brand's profile and expand "Uninterrupted" into new tech platforms such as a mobile app, a statement said.
"The best thing about 'Uninterrupted' is there are so many creative opportunities for athletes to tell their stories," James said in the press release.
"I'm excited to be partnering with important, innovative companies like Warner Brothers and Turner to keep building 'Uninterrupted' as a place for athletes to go to connect with fans and share their stories in a different way."