The upcoming NBA season will have a fresh twist, blending modernity with a hint of nostalgia. Comcast/NBC Universal is set to take over NBA and WNBA game rights for the next 11 years, starting in the 2025-26 season. As fans prepare to change their viewing habits this fall, the network has revealed that innovative AI tools will help recreate the beloved 1990s atmosphere.
The late Jim Fagan, known for his distinctive voice that became a staple of NBC programming during the ’90s, will be featured in future game coverage through artificial intelligence.
AI technology will generate Fagan’s voice for the NBC league, and this recreated audio is expected to appear in various promotional materials starting in October. NBC is also planning to use different narrators for standard coverage.
Fagan’s family has granted permission to NBC Sports to use AI speech synthesis to honor his legacy by recreating the voices of famous narrators. Fagan’s daughters expressed appreciation for NBC’s initiative to memorialize their father’s impact in such a significant manner.
According to NBC Sports President Rick Koldella, many basketball fans will feel a rush of nostalgia upon hearing Fagan’s voice again, as it is tied to memorable moments in NBA history. He noted that Fagan’s voice captured the essence of significant matchups and star players, making it a joy to work with his family on this project.
Fagan, who played college football in West Virginia, sadly passed away in 2017. Additionally, Amazon is now one of three partners in a substantial $76 billion media rights agreement with the NBA, while Disney will keep its foothold through ESPN’s ongoing partnership with the league.
The “NBA on NBC” program aired from 1990 to 2002, while TNT’s collaboration with the NBA began in 1989, achieving widespread fame with the “NBA Inside the NBA” show. In July 2024, however, the NBA turned down a bid from Warner Bros. Discovery and opted to match Amazon’s offers for some media rights deals.
NBA Commissioner Adam Silver has stated that he believes at least two of the main stars from “Inside the NBA” will continue their coverage irrespective of which networks hold the rights. He assured fans, “We’ll never lose Charles and Kenny; they’re always going to cover the NBA.” The familiar faces of this beloved program will eventually remain together, as it will be licensed to ESPN starting in the 2025-26 season.
The current media rights deal is set to conclude in June, following the NBA Finals.
