NBC resurrects legendary NBA voice Jim Fagan using AI

• NBC Sports will use an AI-generated version of legendary announcer Jim Fagan’s voice in its upcoming NBA coverage
• The re-creation will appear in intros and promos with the approval of Fagan’s family
• NBC hopes to evoke nostalgia for 1990s basketball with the AI voice

The booming, baritone narration by Jim Fagan is as much a part of 1990s NBA games as Bugs Bunny selling shoes with Michael Jordan or the “Roundball Rock” theme song. Though Fagan passed away in 2017, NBC has his voice ready to go for the upcoming season thanks to AI voice cloning. NBC Sports announced the plan for when it regains broadcasting rights this October.

Fagan’s voice won’t be narrating entire games, the current commentators don’t have to worry about direct AI competition just yet. The plan is to use him selectively: show opens, promotional spots, maybe the dramatic lead-in to a playoff broadcast.

The network is reportedly shelling out billions as part of a massive rights package shared with Amazon and Disney. What better way to brand its return than with the voice that defined the league’s TV glory years? NBC just hopes Fagan’s phantom voice will remind people of the NBA’s golden age three decades ago.

NBC approached the project carefully to avoid a backlash from Fagan’s fans. The company built Fagan’s vocal doppelganger with the permission and cooperation of Fagan’s family.

“He took great pride in his work with NBC Sports, especially in helping set the stage for some of the most memorable moments in NBA history. Knowing that his voice will once again be part of the game he loved – and that a new generation of fans will get to experience it – is incredibly special for our family,” Fagan’s daughters, Jana Silvia Joyce and Risa Silvia-Koonin, said in a statement. “He would be so thrilled and proud to be a part of this.”

Slam dunk AI

If this sounds like the echo of a similar idea, that’s because NBCUniversal has dipped into its AI audio toolbox very recently. At the Paris Olympics last year, NBC recreated Al Michaels’ voice to deliver Olympic recaps on Peacock.

There’s a trend in sports broadcasting to remix the past using futuristic tools. Whether it’s classic theme songs, throwback logos, or AI-generated recaps, the goal is novelty nostalgia, a feeling more than a strictly perfect recreation. And if it works, get ready for AI to resurrect Marv Albert next.

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Eric Hal Schwartz is a freelance writer for TechRadar with more than 15 years of experience covering the intersection of the world and technology. For the last five years, he served as head writer for Voicebot.ai and was on the leading edge of reporting on generative AI and large language models. He’s since become an expert on the products of generative AI models, such as OpenAI’s ChatGPT, Anthropic’s Claude, Google Gemini, and every other synthetic media tool. His experience runs the gamut of media, including print, digital, broadcast, and live events. Now, he’s continuing to tell the stories people want and need to hear about the rapidly evolving AI space and its impact on their lives. Eric is based in New York City.