In anticipation of the 2008-09 NBA season, videogame company 2K Sports this week will launch marketing support for the 10th anniversary edition of NBA 2K9. The effort, "The Other Season," will include TV, print and a Web site where participants can participate in an online fantasy league whose teams are named, managed and promoted by NBA players. Print will break this week; five TV spots will start to air Oct. 3. Tag: "Make this season matter." Creative features all-star Kevin Garnett of the NBA champion Boston Celtics, who is featured on the cover of the NBA 2K9 box. The storyline on TV follows Garnett and his friends, known as "The Official Block Family," as they try to master the game's new features. Online creative features Garnett and NBA players including Andre Iguodala, Carlos Boozer, Chauncey Billups, Steve Nash, Greg Oden, Derrick Rose and Monta Ellis. The twist here is that each player owns his own fantasy team and gets to draft the best videogamers from among visitors who play NBA 2K9 online at Theotherseason.com. They will join squads of NBA players whose strengths and weaknesses will be updated via a "living rosters" feature to match the progress of their real-life counterparts throughout the NBA season.