NBC Sports uses Jim Fagan's AI-generated voice in NBA reporting

NBC brings a legend from the 90s when it comes to the upcoming NBA reporting. The brand will use the deceased narrator Jim Fagan's AI-generated voice when it comes to league transport and reporting as soon as the network law agreement of the network begins with the league in October.

From 1990 to 2002, Fagan's voice was a synonym for NBC's reporting on the NBA when he told the openers and advertising spaces for legendary games and stars such as Michael Jordan, Shaquille O'Neal, Kobe Bryant and Hakeem Olajuwon. Although Fagan died in 2017, NBC Sports will bring the broadcaster back with a partnership with Fagan's family. In this new iteration, Fagan's voice is used to tell certain selected title sequences, shows and promoses for the basketball reporting of NBC Sports.

“For many basketball fans, Jim's unique and recognizable voice immediately conjures up a deep feeling of nostalgia for a special time in NBA history,” said Rick Cordella, President of the NBC sports, in a statement on Tuesday. “His voice perfectly stated the size of the heavyweight matchups and stars that he introduced. It was a pleasure to work with Jim's family to reproduce his voice and honor his legacy. I am excited to be able to present his voice of a completely new generation of fans.”

“We are deeply grateful that NBC Sports had the vision of honoring our father's legacy in such a sensible way,” added Fagan's daughter Jana Silvia Joyce and Risa Silvia-Koonin. “He was very proud of his work with NBC Sports, especially on the stage for some of the most memorable moments in the NBA history. Knowing that his voice will be part of the game again – and that a new generation of fans will experience it – it is incredibly something special for our family.

Fagan's AI voice will complement traditional VoiceOver work of other artists who have been set by NBC Sports.

This is not the first time that NBC AI uses to bring in a sports legend. During the Summer Olympics in Paris in 2024, Peacock presented “her daily Olympic summary”, a personalized catch -up video in which the favorite events of the audience were emphasized, which were told by chance by Ai Al Michaels.