NBC to Use AI to Recreate Voice of Famed NBA Narrator Jim Fagan For Upcoming Season

During the NBA on NBC‘s 12 year run from 1990-2002, the broadcasts and promotional spots featured the voice of narrator Jim Fagan, who drove excitement around the games featuring stars like Michael Jordan, Shaquille O’Neal, Kobe Bryant, and Hakeem Olajuwon.

NBC lost the NBA rights in 2003, and Fagan passed away in 2017, but when the NBA on NBC returns to the network this fall, his voice will once again be featured in promos, title sequences and show opens, this time teasing stars like Steph Curry, Jason Tatum, and Victor Wembanyama.

NBC says that it is using generative artificial intelligence technology to recreate Fagan’s voice, conjuring up a return to its broadcasts of 25 years ago. Separately NBC Sports also confirmed that it would bring back its iconic “Roundball Rock” theme song, composed by John Tesh.

“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 a statement. “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. I’m excited we’re able to introduce his voice to a whole new generation of fans.”

You can see the first promo featuring Fagan’s voice below:

Fagan is the second NBC Sports legend to have AI recreate their inimitable voice: During the 2024 Paris Olympics, NBC launched a customized recap on Peacock featuring the voice of Al Michaels, also recreated using gen AI technology. Michaels, of course, is still calling NFL games for Amazon.

Just as Michaels signed off on his voice being used for the Olympics, NBC says that Fagan’s family has agreed to use his voice for the NBA on NBC.

“We’re deeply grateful that NBC Sports had the vision to honor our father’s legacy in such a meaningful way,” said his daughters Jana Silvia Joyce and Risa Silvia-Koonin in a statement. 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. He would be so thrilled and proud to be a part of this. It’s been a true pleasure working with NBC Sports on this project.”