NBC
This week, NBC brought back the legendary voice of longtime NBA on NBC announcer Jim Fagan, who died in 2017, using AI. Unfortunately for NBC, many fans found it to be creepy and/or inappropriate.
For many people of a certain age, the voice of Jim Fagan and John Tesh’s “Roundball Rock” theme song are synonymous with watching NBA games in their youth. NBC is well-aware of this as they embark on the first season of their reported $27.5 billion deal to bring the league back to their airwaves for the first time since the 2002-03 season.
NBC Sports made fans aware that they would be using an AI-generated version of Jim Fagan’s voice after the network announced in May that it had received the permission of the late NBA announcer’s family.
“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,” Fagan’s daughters, Jana Silvia Joyce and Risa Silvia-Koonin, said in a statement. “He would be so thrilled and proud to be a part of this.”
In their announcement, NBC Sports revealed that it would use AI voice synthesis technology to re-create Fagan’s voice for select title sequences, show opens, and promos.
“While they may not immediately recognize his name, longtime NBA fans will undoubtedly know his voice,” NBC Sports president Rick Cordella said in May. “NBC Sports announced today that it will use an AI-generated voice of former narrator Jim Fagan for elements of its NBA coverage and promotion when its new NBA media rights agreement begins in October.”
This week, it began.
Here is our first look at the AI-generated likeness of former NBA on NBC narrator Jim Fagan that the network will be using on its NBA coverage starting this year. NBC is using "AI voice synthesis technology" to recreate the late announcer's voice. pic.twitter.com/y2AVIXTufA
— Sports TV News & Updates (@TVSportsUpdates) October 8, 2025
NBA fans have very mixed reactions to the AI voice of Jim Fagan
Understandably, many NBA fans fall into two main categories when it comes to NBC using an AI-generated version of Jim Fagan’s voice. Either they love it because of his legendary voice and/or it brings back memories, or they despise it because it seems disrespectful and creepy (mostly the latter).
“Don’t like it, and I love Jim Fagan,” one fan commented. “It doesn’t feel the same.”
“Seriously? Why not use a living person?” another fan asked.
“Idc if his family is making money off it or if his dying wish was to have his voice posthumously manufactured to advertise American Express,” read another comment. “Great commentators, athletes, coaches are special because of the limited time they are able to do what they do.”
Another fan, who was mostly in the minority, wrote, “AI is remarkable technology. His family is okay with it, so I’m okay with it.”
“Zero issue with this. Cool idea for AI voiceover,” another fan said.