MILWAUKEE (CBS 58) -- A new addition at Fiserv Forum marks a first for not only the NBA but every professional U.S. sports league. It's called "StairMedia" technology -- LED screens installed right into the staircase. 

Now that they're up and running, Fiserv Forum is the first U.S.-based sports arena to roll out the new tech -- something the team hopes can level up the fan experience. 

"There's Bango in his Froedtert uniform, there's Fear The Deer signage. The fact that it's interactive and that it can move and animate was interesting to us," said Matta Pazaras, chief businesses development and strategy officer for Fiserv Forum. 

The new tech is ready to roll for the new season.