Reggie Miller’s emotions run high as he reflects on NBC’s extensive history of broadcasting NBA games dating back to the 1990s. During a recent press conference, Miller reminisced about his playing days, stating that the memories still evoke a physical response, with “trembling hands” and “sweaty palms.”
Now, as Miller is joined by millions of other fans, hope springs for a revival of NBA excitement on NBC, which is set to air a significant number of games after acquiring broadcasting rights from Warner Bros. Discovery’s TNT, where they had resided for nearly four decades. NBC aims to captivate a wider audience and attract viewers who may not have previously tuned into NBA games. Rick Cordella, president of NBC Sports, noted that connecting with new demographics could lead to improved ratings by familiarizing them with the players and personalities of the league.
The NBA’s relationship with NBC is not solely about basketball; it represents a strategic move as NBCUniversal transitions from a network primarily associated with shows like “Law & Order” and “Saturday Night Live” to one that champions sports comparable to networks like ESPN and Fox. In today’s streaming era, live sports remain one of the few programming formats that generate sizable live audiences, making them highly valuable for advertisers. Following its successful Olympic coverage, which reenergized viewership through ties with celebrity culture, NBC looks to replicate that momentum with basketball, airing professional games during primetime on two nights each week.
The NBA, which has seen a decline in viewership across its various platforms, aims to broaden its broadcast presence following years of limited games on major networks. NBA commissioner Adam Silver anticipates innovative approaches from NBC as they experiment with streaming and interactive features to enhance audience engagement. Despite dwindling viewership numbers—averaging approximately 1.24 million for games this season compared to 1.36 million last year—NBC is making a substantial investment by paying an estimated $2.5 billion annually for rights to 100 regular-season games, the NBA All-Star Game, and exclusive playoff matchups.
As NBC gears up for its NBA debut, the network, which is offering a creative approach with weekday doubleheaders, believes this will appeal to a diverse audience. Fans can expect a dynamic lineup, including new Monday night games on Peacock and “Sunday Night Basketball” kicking off after the conclusion of the NFL season.
In a bid to rekindle nostalgia, NBC plans to reintroduce John Tesh’s iconic “Roundball Rock” theme and promises appearances by basketball legends, including Michael Jordan as an analyst. There will also be increased exposure for NBA coverage on NBC’s “Today” show and collaborations, such as NBA players appearing on popular entertainment shows to merge sports with entertainment narratives.
While the company is striving to attract casual viewers, it also hopes to cater to hardcore fans by providing in-depth game analyses intertwined with engaging human-interest stories. Lead play-by-play announcer Mike Tirico highlights the importance of striking a balance between showcasing technical game insights and storytelling that resonates with a broader audience. The success of NBC’s NBA venture hinges on its ability to attract and retain a diverse viewership, setting the stage for what could be a transformative era for basketball on broadcast television.