'Roundball Rock' returns as NBC prepares for NBA coverage
- NBC is bringing back its iconic 'Roundball Rock' theme song for NBA broadcasts starting in October 2023.
- The network will also use AI-generated voice technology for promotions, featuring Jim Fagan's recreated voice.
- This nostalgic approach aims to enhance fan engagement and connect the past with the current NBA landscape.
In October 2023, NBC will resume its NBA coverage under a new 11-year agreement, marking the first time since 2002 that the league will be broadcast on the network. During the 2023 Kentucky Derby, NBC announced the return of John Tesh’s classic theme song, 'Roundball Rock,' which accompanied its NBA broadcasts from 1990 to 2002. The launch of this nostalgic theme aligns with NBC's strategic marketing move to integrate AI technology into their broadcasts, as they will utilize an AI-generated voice of Jim Fagan, renowned for his iconic narrations in the past NBA games. This innovative approach aims to engage fans and recapture the magic of the NBA's golden years through an emotional connection with familiar sounds. The promotional spot featuring the new 'Roundball Rock' includes popular NBA stars Luka Dončić, Donovan Mitchell, and Shai Gilgeous-Alexander, seamlessly intertwining current talent with nostalgic elements. The ad concludes with Tesh performing the theme live, which is set to be a highlight of NBC’s upcoming coverage. Rick Cordella, the president of NBC Sports, emphasized the significance of the song in evoking memories of exciting basketball moments and star players. Furthermore, NBC's plans extend beyond just the theme song; AI technology will also be utilized to enhance the viewing experience. Jim Fagan, who lent his voice to memorable NBA moments in the 1990s, will have his voice recreated using AI for promotional and broadcast purposes. This technique aims to capture the emotional resonance of Fagan’s iconic narrations, connecting past glory to the present NBA experience. The network previously employed AI-generated voiceovers with positive outcomes, indicating a strong commitment to innovate and enhance sports broadcasting through advanced technology. As NBC prepares to re-establish its NBA presence, the anticipation builds around how they will blend nostalgia with modern technology. In addition to implementing the theme song and AI voice, the network plans to launch new programming formats, including 'Sunday Night Basketball,' starting in January 2024. With these strategic moves aimed at increasing audience engagement and revitalizing interest in NBA broadcasts, NBC seeks to ensure that their coverage resonates with both long-time fans and a new generation of viewers.