By Anietie anii-bassey
NBC is preparing to expand one of its most talked-about broadcast innovations after re-entering professional basketball coverage, signaling a shift in how fans may experience NBA games in the years ahead.
Reflecting on the network’s first season back covering the National Basketball Association, NBC Sports executive producer Sam Flood pointed to a range of creative successes, but emphasized that the “On The Bench” format stood out as a defining development. The approach places analysts directly beside team benches for the duration of games, offering a perspective that goes beyond traditional sideline reporting.
Flood said the network is now looking to increase the number of games featuring the concept, citing both strong internal feedback and positive reception from teams and viewers.
The format, which NBC initially planned to feature primarily during its Monday night broadcasts, quickly gained traction. It was later extended to Sunday night games, with cooperation from franchises helping the experiment flourish. Unlike conventional broadcasts that rely on distant commentary positions, “On The Bench” brings analysts into immediate proximity with players and coaching staff, providing real-time insights into in-game adjustments, communication, and atmosphere.
While sideline reporting has long been part of sports broadcasting—and similar between-the-benches coverage has appeared in hockey—embedding analysts at courtside in this manner represents a significant departure for NBA telecasts. The result has been a more immersive presentation that attempts to bridge the gap between viewers and the action unfolding just feet away.
NBC’s return to NBA coverage has also been marked by high-profile appearances and a blend of cultural and athletic voices. Figures such as Michael Jordan, Snoop Dogg, Caitlin Clark, and Lenny Kravitz were featured across broadcasts, contributing to a broader entertainment-driven approach aimed at reaching diverse audiences.
One notable example came when veteran broadcaster Mike Tirico called an “On The Bench” game in Miami. According to Flood, the experience offered a markedly different style of play-by-play, with Tirico embracing the closer vantage point and the spontaneity it introduced.
Another unexpected benefit, Flood noted, has been the relationship with teams. Instead of requesting access to head coaches for in-game interviews—a practice that can sometimes disrupt team operations—NBC has allowed organizations to nominate assistant coaches or staff members to participate. This has provided teams with greater control over their representation while giving lesser-known figures valuable exposure.
The innovations come during a pivotal moment for NBA media coverage. This season marks the beginning of the league’s 11-year, $76 billion media rights agreement, bringing new partners and expanded distribution.
Prime Video has joined as a broadcaster for the first time and will carry the upcoming play-in tournament, while NBC, its streaming platform Peacock, and ESPN share coverage of the playoffs. The NBA Finals will remain exclusively on ABC and ESPN.
NBC also leveraged its return by tying into other major events, including the All-Star festivities earlier this year. A revamped international-style tournament format helped draw the largest All-Star audience since 2011, aided in part by momentum from the Milan Cortina Olympics.
The network further leaned into nostalgia while introducing new elements. Its iconic NBA theme, “Roundball Rock” by John Tesh, made a widely praised comeback, while exclusive interview segments such as “Insights to Excellence” featured conversations with Jordan and other prominent figures.
Flood said NBC entered the season with modest expectations, aiming to deliver a solid product while testing new ideas. Instead, he believes the network has exceeded those goals, particularly with innovations like “On The Bench,” which could play a larger role in shaping the future of basketball broadcasting.
As NBC looks ahead, the early success of its courtside experiment suggests that fans may soon see more broadcasts that place them closer than ever to the inner workings of the game.
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