AI will bring legendary narrator Jim Fagan back from the dead for NBC’s NBA return this fall

NBC Sports is set to revive the legendary voice of Jim Fagan, the iconic announcer who became synonymous with NBA broadcasts from the 1990s through the early 2000s. Fagan, who passed away in 2017 after battling Parkinson’s disease, will now be heard in select NBA promos, title sequences, and show opens when NBC resumes broadcasting the NBA this fall. This decision comes as part of a partnership with Fagan’s family and the use of cutting-edge AI voice synthesis technology.Fagan’s voice, once a staple of the network’s NBA coverage from 1990 to 2002, is forever linked with moments of NBA history, from Michael Jordan's dominance to the rise of stars like Kobe Bryant and Shaquille O'Neal. NBC’s new initiative will see his voice digitally recreated using AI, allowing it to be included alongside other voiceover work in promotional materials. The network shared a preview in the form of a promo video, which features both the classic “Roundball Rock” anthem and the newly synthesized Fagan voice. The nostalgic combination is clearly aimed at engaging both long-time fans and new viewers.“For many basketball fans, Jim’s unique and recognizable voice immediately conjures a deep sense of nostalgia for a special time in NBA history,” said NBC Sports President Rick Cordella in the announcement. “His voice perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing. It’s been a joy to work with Jim’s family to recreate his voice and honor his legacy.”NBC's use of AI to bring Fagan back to life in this way has sparked a mixed response. After the release of the promo video, many fans voiced their criticism, with some questioning the ethical implications of using AI to recreate the voice of someone who has passed away. One viewer commented, “You can’t find a living announcer? You’ve got to zombify a legend? AI is the worst.” Others expressed discomfort, with one user calling it "in poor taste" and another suggesting that this move reflects NBC’s reliance on nostalgia as a marketing tool.However, Fagan’s daughters, Jana Silvia Joyce and Risa Silvia-Koonin, expressed gratitude and pride over the decision. They stated that their father would have been “thrilled” by the opportunity to have his voice continue to be a part of the game he loved. “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,” the family said in a joint statement. “Knowing that his voice will once again be part of the game, and that a new generation of fans will get to experience it, is incredibly special for our family.”NBC's decision to use AI for Fagan’s voice is not the first time the network has employed this technology. Last year, AI-generated voiceovers were also used for the 2024 Paris Olympics, allowing for personalized recaps using the voice of sportscaster Al Michaels. This marks a growing trend of AI-driven innovations in sports media, offering the potential to preserve legacies while embracing new technological frontiers.Fagan’s return to the NBA airwaves is part of a larger broadcast shake-up. With NBC gearing up to bring back “Roundball Rock” and now Fagan’s voice, the network is looking to recapture some of the magic that made its NBA coverage a beloved fixture during the 90s and early 2000s.