When the Toronto Raptors signed superstar Vince Carter to a lucrative long-term contract extension in late July, they did more than insure the competitiveness of the team on the court.

"There's no question [the signing] legitimized the entire franchise," said John Shannon, the executive producer of new media for Maple Leaf Sports and Entertainment Limited.

Until a flurry of off-season signings, highlighted by Carter, secured the team's core, questions swirled about the franchise's future. Fans had watched in the past as top young prospects, like Damon Stoudamire and Tracy McGrady, developed in Toronto and then decided to move elsewhere when on the cusp of stardom. It was a disheartening trend. Coupled with failure of the Vancouver Grizzlies, which recently moved to Memphis, many doubted the longevity of professional basketball in Canada.

That uncertainty no longer exists.

Coming off a season that saw the team unexpectedly come within a single shot of the league's semi-finals, it seems perfectly fitting that the franchise is set to launch its own television channel.

Raptors NBA TV, a venture being launched Sept. 7 by MLSEL, promises in-depth converage of the young franchise.

The channel initially plans to air 100 games, including NBA and WNBA games as well as contests from the NBA's new developmental league. That package will include up to 30 Raptors games simulcast with Sportsnet. The channel will also carry up to 30 NBA games with Canadian interest, including contests involving home-grown stars Steve Nash, Jamaal Magloire and Todd MacCulloch. Twenty WNBA games will help to fill out the summer schedule.

Programming will include pre- and post-game shows, behind-the-scenes features along with some independent productions. Shows involving popular Raptors Jerome Williams and Vince Carter are in the early stages of development.

Mr. Shannon admits the station will rely heavily on content from NBA.com TV during the first several months. NBA.com TV, available to digital and satellite subscribers in the United States, is a 24-hour-a-day basketball resource, offering highlights, classic games and a variety of league-produced programs.

Initially, the Raptors channel will share the same studio and equipment as the new Toronto Maple Leafs channel, but he says the basketball venture has an important early advantage.

"The two channels are like apples and oranges," said Mr. Shannon, formerly the executive producer of CBC's Hockey Night in Canada. "There is one big difference. The Leafs channel is a regional property. The Raptors [channel] is national. The Raptors will have a better sales share from distributors became they can market nationally."

MLSEL has been able to secure a distribution deal with Bell ExpressVu's national satellite television service. It is hoped that 30 to 50 per cent of the approximate 400,000 English ExpressVU subscribers will receive Raptors NBA TV.

"We are absolutely delighted to offer Raptors NBA TV nationally on Bell ExpressVu and to provide exclusive inside access to the Toronto Raptors as well as extensive league coverage," said Richard Peddie, MLSEL's president and chief executive officer. "With the growing popularity of the Raptors and the NBA in Canada, this channel will help to further public interest in basketball and at the same time be a driver for digital television in Canada."