By Mallory Mattingly
The NBA will bring back the voice of late announcer Jim Fagan, with the help of artificial intelligence, in an effort to boost enthusiasm for the game. Fagan died in 2017.
“Through a partnership with Fagan’s family, NBC Sports will use AI voice synthesis technology to re-create Fagan’s voice for select title sequences, show opens, and promos for its upcoming NBA coverage,” NBC explained in a press release.
Before his death, Fagan’s voice was “synonymous” with the NBC Sports’ NBA coverage from 1990-2002.
“For many basketball fans, Jim’s unique and recognizable voice immediately conjures a deep sense of nostalgia for a special time in NBA history,” NBC Sports President Rick Cordella said in the press release. “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.”
Fagan’s two daughters, Jana Silvia Joyce and Risa Silvia-Koonin, expressed their gratitude to NBC Sports for keeping their father’s legacy alive.
“We’re deeply grateful that NBC Sports had the vision to honor our father’s legacy in such a meaningful way,” the sisters said. “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.”
The use of Fagan’s voice will “supplement traditional voiceover work by other artists hired by NBC Sports,” Variety explained.
NBC Sports shared a commercial on YouTube that featured Fagan’s AI-generated voice.
“The NBA on NBC is back. See you this October for the NBA season tip-off,” Fagan’s voice reads.
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This isn’t be the first time NBC Sports has used AI to recreate a voice.
While at the 2024 Paris Olympics, NBC Sports recreated the voice of Al Michaels, a legendary sports announcer, to give the DAILY OLYMPIC RECAP ON PEACOCK.
For years, Jim Fagan’s voice drove immense excitement for the league’s biggest players like Michael Jordan, Shaquille O’Neal, Kobe Bryant, Hakeem Olajuwon and more. NBC Sports and the NBA believe the AI version of his voice will do the same.
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