Under the agreement NCC will integrate select RSN feeds currently offered to DirecTV subscribers into cable-advertising interconnects in nine major US markets: Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Houston, Los Angeles and San Francisco. NCC will also assume national-spot-sales representation of DirecTV's RSNs in these markets.

Cable operators, NCC and DirecTV have been working together for some time to create the new cooperative model for regional-sports buys, said Charlie Thurston, president of Comcast advertising arm Comcast Spotlight.

“Cable operators have made many advancements in working with NCC to offer truly effective planning and buying for advertisers that want to reach cable’s ever-growing audience,” Thurston said in a statement. “And this ground-breaking announcement with DirecTV signifies another major step forward in media sales.”

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