NBC Brings Back Familiar Voice for NBA Return – With a Technological Twist
The National Basketball Association’s return to NBC after a long hiatus promises a wave of nostalgia, and the network is pulling out all the stops to evoke memories of its iconic past coverage. A key component of this strategy is bringing back one of the most recognizable voices associated with NBA on NBC: Jim Fagan. However, there’s a unique and somewhat controversial twist involved in this revival.
Jim Fagan, the voice of NBC’s NBA broadcasts from 1990 to 2002, will be incorporated into the network’s coverage and promotional material for the 2025-26 season. During his tenure, Fagan’s voice became synonymous with some of the most exciting moments in NBA history, hyping up games featuring legendary players like Michael Jordan and Kobe Bryant. His narration added a layer of excitement and anticipation to the broadcasts, making him a beloved figure among basketball fans.
The unexpected element in this return is the fact that Jim Fagan passed away in 2017. To overcome this obstacle, NBC is employing advanced AI voice synthesis technology to recreate his voice. This technology will allow the network to use Fagan’s synthesized voice in title sequences, show openings, and promotional spots, effectively bringing back a familiar sound to a new generation of viewers.
NBC has already provided a preview of what Fagan’s recreated voice will sound like, offering a tantalizing glimpse into the network’s plans for its NBA coverage. The use of AI to revive Fagan’s voice is a bold move, showcasing the potential of technology to preserve and repurpose iconic voices from the past.
The decision to use AI voice synthesis was made in partnership with Fagan’s family. His daughters, Jana Silvia Joyce and Risa Silvia-Koonin, expressed their support for the project in a statement, emphasizing their gratitude to NBC Sports for honoring their father’s legacy in such a meaningful way. They highlighted Fagan’s pride in his work with NBC Sports and his role in setting the stage for some of the most memorable moments in NBA history. The family believes that knowing his voice will once again be part of the game he loved, allowing a new generation of fans to experience it, would have been incredibly special for him.
This isn’t the first time NBC has utilized AI to recreate a familiar voice. The network previously employed a similar technique for the 2024 Paris Olympics, using AI to synthesize Al Michaels’ voice for its "Your Daily Olympic Recap" feature on Peacock. This earlier experiment likely paved the way for the more ambitious project of bringing back Jim Fagan’s voice for the NBA.
The return of Fagan’s voice is designed to add another layer of nostalgia to NBC’s NBA production. In addition to the voice synthesis, NBC has also announced that the iconic "Roundball Rock" NBA theme song will be used for games, further connecting the network’s current coverage to its storied past. These elements are aimed at rekindling the fond memories that many fans have of watching the NBA on NBC.
However, the news of Fagan’s voice being used has elicited mixed reactions. While many fans are excited to hear the familiar voice once again, others have expressed concerns about the ethical implications of using AI to recreate a deceased person’s voice. Some critics argue that it could be seen as disrespectful or exploitative, while others worry about the potential for misuse of the technology.
NBC has addressed some of these concerns by stating that Fagan’s voice will "supplement traditional voiceover work" from other artists that NBC features. This suggests that the network intends to use the AI-generated voice sparingly, rather than replacing human voiceover artists entirely. This approach may help to mitigate some of the concerns about job displacement and the potential for overreliance on AI.
The use of AI in broadcasting is a rapidly evolving field, and the decision to bring back Jim Fagan’s voice raises important questions about the future of the industry. As technology continues to advance, it is likely that we will see more and more instances of AI being used to recreate voices, revive historical figures, and create new forms of entertainment. It is crucial that these technologies are used ethically and responsibly, with careful consideration given to the rights and interests of individuals and society as a whole.
NBC’s NBA coverage is set to begin in October as part of an 11-year, $76 billion deal that also includes Disney (ABC/ESPN) and Amazon. This massive investment reflects the enduring popularity of the NBA and the high demand for sports content in the modern media landscape. The return of the NBA to NBC marks a significant moment in sports broadcasting history, and the network is clearly determined to make a splash with its coverage.
Whether the decision to use AI to recreate Jim Fagan’s voice will be seen as a stroke of genius or a misstep remains to be seen. However, it is undeniable that it has generated significant buzz and attention for NBC’s upcoming NBA broadcasts. As the 2025-26 season approaches, fans will be eagerly waiting to see how the network integrates Fagan’s voice into its coverage and whether it succeeds in capturing the magic of the past. The combination of nostalgia and cutting-edge technology promises to make NBC’s NBA return a unique and unforgettable experience.
