This Sunday marks the annual NBA All-Star weekend, airing on TNT for the eleventh straight year. As superstars like LeBron James, Kobe Bryant, and Kevin Durant prepare for this weekend’s fun-filled festivities, NBA Digital is gearing up for a content-packed All-Star showcase.

NBA Digital, co-managed by the NBA and Turner Sports, is getting ready to deliver the 2013 All-Star experience like never before. Using an extensive multimedia approach, NBA Digital will air nearly 160 hours of programming starting Thursday and running through Monday. NBA.com, NBA TV, and NBA Mobile are teaming up to reach fans in every way imaginable.

 
NBA TV alone will air more than 120 hours of content, beginning Valentine’s Day with the Slam Dunk Marathon, featuring champions from the past 25 years. Friday brings the BBVA Rising Stars Challenge showcasing players picked by the famed Shaquille O’Neal and Charles Barkley. Jaws will drop Saturday as the league’s most talented acrobats take the court for the Slam Dunk contest. And, of course, Sunday we’ll all feast our eyes on the East versus West All-Star matchup. Fans will have the chance to use Twitter to vote for the All-Star and Rising Star MVP, as well as the Sprite Slam Dunk champion.

This year Kyrie Irving won’t be the only newbie in town. NBA Digital is introducing a new event based app for fans attending the All-Star events in Houston this weekend. Available through the app store and Google Play, fans will have access to event details, maps, ticket information, rosters, video highlights, and more. NBA Digital’s mobile app will give way to NBA Game Time, where fans can keep up with live event coverage including audio and scoring updates and even behind the scenes coverage.

 
Also new this year is the Style Blog. This NBA.com blog features photos, interviews, collages and more from NBA All-Star style.

Christina Miller, Senior Vice President and General Manager of NBA Digital, plans on “seamless consumption. It’s not a case of either/or and toggling back and forth to different platforms. There is content for fans to snack or commit to whether on the TV, computers, tablet or smartphone.”

 
NBA.com’s Social Spotlight, revamped for this All-Star weekend, keeps fans in the loop with constant feed of the latest tweets, pictures and other social media buzz from NBA players and teams.

 
NBA All-Star Pulse on NBA.com’s homepage will feature news, video, and photos from the weekend. Fans have the ability to share and watch user-generated video, stay up to date on trending topics and watch even more exclusive behind the scenes action.

 
Want even more fan interaction? Then the NBA Challenge presented by State Farm is the answer for you.  This real time predictive gaming experience gets fans interacting during State Farm’s All-Star Saturday Night. Available via NBA Game Time iPad app and NBA.com’s TV Companion, fans compete by answering event-related trivia.

 
As the digital and social media space continue to dominate, more and more brands are adapting.  No doubt Miller and the NBA are making the change,  ”NBA Digital continues to demonstrate a commitment to original programming and other forms of compelling content which drive seamless consumption across all screens.”