After a 23-year hiatus, the NBA is back on NBC, and the network is blending nostalgia with cutting-edge technology. While viewers will hear the familiar voice of Jim Fagan, thanks to AI technology, he won't be physically present in the broadcast booth. Alongside Fagan's voice, John Tesh's iconic "Roundball Rock" will also make a comeback as the theme music.

This blend of old and new exemplifies NBC Sports' approach to reclaiming its NBA presence. As AI recreates Fagan's voice and the classic laser peacock logo reappears, the network is also experimenting with the format of broadcasts. Instead of traditional booths, analysts will be positioned courtside, next to team benches.

"We’re obviously going to lean into the past, but we’re going to build forward and grow the game and grow with the game," executive producer Sam Flood said, highlighting the network's dual focus. The challenge lies in appealing to viewers who remember the original broadcasts while meeting the expectations of a modern, tech-savvy audience.

Flood emphasized the changes in viewer expectations since 2002, noting, "If we went all the way back and did our old-school telecast, you wouldn’t see the scoreboard in full-time... There was no permanent clock. It’s a different expectation from an audience." Graphics team leaders Tripp Dixon and Chad Hudson have crafted a broadcast package that integrates nostalgic elements within a contemporary framework.

The AI-generated Fagan voiceovers will provide continuity and deliver modern promotional content, aiming to evoke the feeling of the classic "NBA on NBC." "They’ll feel that familiar beat and that familiar look that made the ‘NBA on NBC’ so special," Flood explained.

One of the most significant changes involves moving analysts to the courtside for Monday night Peacock exclusives. They will attend morning shootarounds, gaining insights for their commentary and providing team-specific perspectives during games. "They’ll be sitting as close as possible to the bench of their respective teams, and they will break down the game as if they’re calling it from that lens," Flood explained.

Noah Eagle tested this new configuration with Austin Rivers and Robbie Hummel, ensuring visual contact across the court. The production innovations also address distribution challenges across the broadcast network and Peacock. Monday games will stream exclusively on Peacock, while Tuesday doubleheaders will be regionally broadcast, with Peacock carrying both nationally.

Mike Tirico acknowledged the scheduling complexities of juggling NBA coverage with NFL broadcasts and Winter Olympics preparation. Flood likened the production philosophy to athletic training, stating, "Our job is to improve every night... If you’re not getting better, you’re getting worse."

The season opener between the Oklahoma City Thunder and the Houston Rockets marks the first NBA game on NBC since 2002 and Peacock’s first NBA broadcast. For NBC Sports, the goal is to balance nostalgia with innovation, appealing to both longtime viewers and younger audiences accustomed to streaming platforms. "The cadence of promotion and the ability to tell the story of this league is going to be front and center for everything we do across all the platforms at NBC," Flood concluded.