NBC Sports is set to revolutionize its upcoming NBA broadcasts by bringing back the iconic voice of the late Jim Fagan, who was the voice of NBA on NBC from 1990-2002, using innovative AI technology. This move aims to evoke nostalgia among longtime basketball fans and introduce a new generation to the sounds that defined a golden era of the sport. Starting in October, when NBC's new 11-year NBA media rights agreement begins, Fagan's AI-generated voice will be featured in select title sequences, show opens, and promotional spots.

Jim Fagan, who passed away in 2017, was renowned for his commanding voiceovers that amplified the excitement surrounding the NBA's biggest matchups and star players like Michael Jordan, Shaquille O'Neal, Kobe Bryant and Hakeem Olajuwon. His voice, often paired with John Tesh’s "Roundball Rock" theme, is deeply embedded in the memories of fans who grew up watching basketball in the 90s and early 2000s.

NBC Sports is employing AI voice synthesis technology to recreate Fagan's voice. This technology builds upon NBCUniversal's prior experience with generative AI, including the recreation of Al Michael's voice for "Your Daily Olympic Recap on Peacock" during the Paris 2024 Olympic Games. The AI-generated voice of Fagan will supplement the work of current voiceover artists, ensuring a blend of the classic and the contemporary.

According to NBC Sports President Rick Cordella, Jim Fagan's voice "immediately conjures a deep sense of nostalgia for a special time in NBA history." He added that it "perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing". Cordella also expressed his excitement about reintroducing Fagan's voice to a new generation of fans.

Fagan's daughters, Jana Silvia Joyce and Risa Silvia-Koonin, have expressed their support for this initiative. They stated that their father would have been "thrilled" and "proud" to be part of it, as he took great pride in his work with NBC Sports and in setting the stage for some of the most memorable moments in NBA history.

While the use of AI to recreate a deceased person's voice has sparked some debate, NBC has approached this project with care, in close collaboration with Fagan’s family. The network hopes to strike a balance between honoring Fagan's legacy and embracing technological advancements to enhance the viewing experience. This move also reflects a broader trend of integrating AI into sports broadcasting to provide deeper insights, enhance fan engagement, and improve overall production quality. AI is already being used for real-time data analysis, improved camera angles, personalized content delivery, and even language translation, making sports broadcasts more interactive and accessible to a global audience.

NBC's decision to bring back Jim Fagan's voice is more than just a nostalgic gesture; it's a strategic move to capitalize on the emotional connection that many fans have with the NBA's past. By combining this with cutting-edge AI technology, NBC aims to create a unique and compelling broadcast that will resonate with both longtime viewers and new audiences alike, setting a new standard for sports broadcasting in the modern era.