NBC Thrilled with First Season of NBA Media Rights Deal, Touts 'On The Bench' as Major Success
NBC Sports is celebrating a triumphant return to NBA broadcasting after its first season under a new media rights agreement, with executive producer Sam Flood highlighting the innovative 'On The Bench' format as a standout achievement. In an interview with The Associated Press, Flood expressed enthusiasm for expanding this approach in future games, citing positive feedback from teams and broadcasters alike.
'On The Bench' Redefines NBA Viewing Experience
The 'On The Bench' concept involves placing analysts directly on or near each team's bench throughout the game, offering unique insights and perspectives. Originally planned for Monday night broadcasts, it was extended to include Sunday games, with Flood noting that teams have cooperated well. While sideline reporting is not new in sports, this level of courtside access in the NBA was unprecedented until this season.
Flood emphasized, "We'd love to do more 'On The Bench' games. We think that is something that has redefined to a degree how you can consume a basketball game in the NBA. So, we want to lean into that a little bit more. We can see adding a few more games of it."
Positive Reception from Broadcasters and Teams
Play-by-play commentator Mike Tirico, who called an 'On The Bench' game in Miami, reportedly enjoyed the experience, describing it as a fun and different kind of telecast. Flood also pointed out an unexpected benefit for teams: the format avoids in-game interviews with head coaches, instead allowing assistants to gain exposure. "One of the unwritten benefits for the teams is we don't ask to speak for those in-game interviews to the head coach. We say: 'Who's your guy? Who's your assistant that you want to put out there to get an opportunity to get this sort of exposure?'" he explained.
NBC's Broader NBA Highlights and Future Plans
This season marks the inaugural year of the NBA's 11-year, $76 billion media rights deal, which brought NBC back into the fold and introduced Prime Video as a new broadcaster. NBC and Peacock aired the U.S. vs. The World All-Star tournament in February, capitalizing on Olympic buzz and achieving the highest All-Star viewership since 2011. Other successes included interviews with Michael Jordan in the "Insights to Excellence" series and the return of John Tesh's iconic "Roundball Rock" anthem.
Flood summed up the network's approach, stating, "Our goal was to under-promise and over-deliver. My feeling is, and the feedback that we've gotten is that we delivered what we promised and perhaps exceeded that."
Looking ahead, the NBA playoffs begin on April 18, with games distributed across Prime Video, NBC/Peacock, and ABC/ESPN, while the NBA Finals remain exclusive to ABC/ESPN. NBC aims to build on this season's momentum by further innovating its broadcast strategies.
