NBC to use AI-generated Jim Fagan voiceover for NBA

The new edition of the NBA on NBC will feature a familiar voice who passed away eight years ago.

NBC Sports has struck an agreement with the family of voice over artist Jim Fagan to use an AI-generated simulation of his voice on its NBA coverage when it resumes later this year, the network announced Tuesday. The news was first reported by Andrew Marchand of The Athletic.

It was Fagan’s voice uttering “This … is the NBA on NBC!” over the network’s openings for the majority of its previous 12-year run with the league, usually followed by the night’s matchup (“Today, it’s the Chicago Bulls versus the New York Knicks!”).

Fagan also voiced NBC’s commercial promos and advertising bumpers.

NBC, per Marchand, also plans to use current voice over artists for its coverage.

It should be noted that Fagan’s voice over had been minimized by the end of NBC’s run with the league. Game announcers took over the advertising bumpers and fellow voice over artists such as Mitch Phillips took over the commercial promos. Even the “This is the NBA on NBC!” announcement was shelved during the 2000-01 season, though it was brought back for the following season, NBC’s last.

Beyond the NBA on NBC, Fagan had a prolific voice over career that included narrating the “NBA Action” weekly show, and any number of advertisements unrelated to the league.

NBC, returning to the NBA after a 23-year absence this year, is making a concerted effort to recreate much of the aesthetic that defined the network’s previous run from 1990-02 — specifically the Jordan-era version that is most fondly remembered. [Related: Monday musings: How the new NBA on NBC can avoid the nostalgia trap].

In a statement released by NBC, Fagan’s daughters said they are “deeply grateful that NBC Sports had the vision to honor our father’s legacy in such a meaningful way. … 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.”