NBC has announced that it will feature the AI-generated voice of Jim Fagan, a celebrated sports narrator who passed away in 2017, in its upcoming NBA coverage. The network revealed this initiative during a press announcement on Tuesday, noting that Fagan’s voice will be utilized in selected title sequences, show openings, and promotional content as the network prepares to broadcast NBA games beginning in October.
Fagan was an integral part of NBC’s NBA broadcasts from 1990 to 2002, where he became well-known for his iconic “NBA on NBC” promos. He also lent his voice to highlight stories and promotions featuring some of the league’s greatest players, including Michael Jordan, Shaquille O’Neal, and Hakeem Olajuwon.
With the consent of Fagan’s family, NBC will recreate his voice using artificial intelligence technology. The network has already debuted its first promotional content featuring the AI-generated voice, which can be viewed in a video linked below.
NBC Sports president Rick Cordella expressed his enthusiasm about this project, emphasizing Fagan’s unique ability to convey the excitement surrounding high-profile matchups. “His voice perfectly captured the magnitude of the heavyweight matchups and stars that he was introducing,” Cordella stated. He added that collaborating with Jim’s family to recreate his voice is a meaningful way to honor his legacy. NBC clarified that Fagan’s AI-generated voice will complement traditional voiceover work performed by other voice artists.
Last year, NBC also explored the use of AI voice-overs for the 2024 Paris Olympics, introducing a feature that allowed users to generate personalized video recaps using the AI-generated voice of sportscaster Al Michaels.
Disclosure: Comcast, the parent company of NBCUniversal, is also an investor in Vox Media, the parent company of Technology News.
