NBC’s basketball comeback in 2025 includes resurrecting announcer Jim Fagan’s voice through AI, despite his 2017 death. Paired with the iconic “Roundball Rock” theme, it’s a nostalgia play straight from 1998. Critics call it “unnecessary and weird,” raising ethical questions about digital resurrection in media. His family approved, but viewers might find the virtual ventriloquism creepy rather than comforting. The ratings will reveal whether this blast from the past connects or crashes.
While NBA fans rejoice at NBC’s return to basketball broadcasting after a two-decade hiatus, the network has made a decision that’s raising both nostalgic smiles and ethical eyebrows. NBC Sports plans to resurrect the voice of Jim Fagan—the iconic “N on NBC” announcer who passed away in 2017—using AI voice synthesis technology when their NBA coverage begins in 2025.
Fagan’s distinctive voice became synonymous with NBC’s NBA programming during the golden era of basketball from 1990 to 2002. Those were the days, right? Michael Jordan soaring, Shaq dominating, and Kobe emerging—all to the soundtrack of Fagan’s voice paired with John Tesh’s “Roundball Rock.” And yes, that legendary theme song is coming back too.
When Fagan’s voice met Tesh’s “Roundball Rock,” basketball wasn’t just a game—it was pure ’90s magic.
The network secured an 11-year contract with the NBA and WNBA, marking their return to the basketball broadcasting scene after a 23-year absence. Their strategy? Apparently, “Make Basketball 1998 Again.” This lucrative agreement is part of a massive $76 billion deal that includes Amazon and Disney as broadcast partners.
According to NBC, the AI-generated Fagan voice won’t dominate all their coverage but will feature in promotional materials, title sequences, and show openings. His family has given their blessing—and presumably received appropriate compensation for this digital resurrection.
But not everyone’s cheering from the sidelines. Critics have called the move “unnecessary and weird,” questioning why a deceased person’s voice needs to be artificially recreated when plenty of living voice talent exists. This raises serious questions about intellectual property rights in an era where AI can blur the lines between original and recreated content. The announcement of Fagan’s AI voice recreation was made by NBC Sports on May 6, 2025. It’s like ordering a Tupac hologram when there are perfectly good rappers available for your party.
The network is planning a hybrid approach, employing traditional voice artists for conventional tasks while saving Fagan’s AI voice for nostalgic branding elements. It’s a calculated attempt to balance the old with the new—serving a hearty portion of ’90s basketball nostalgia with a side of 2025 technology.
As the 2025-26 season approaches, the question remains: Will this blast from the past connect with viewers, or will audiences find the digital ventriloquism more creepy than comforting? Only the ratings will tell.
