the nba on network television: a historical...
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THE NBA ON NETWORK TELEVISION: A HISTORICAL ANALYSIS
By
MARIO R. SARMENTO
A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITYOF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR
THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION
UNIVERSITY OF FLORIDA
1998
ii
ACKNOWLEDGMENTS
The author wished to express his gratitude to his advisors, Dr. Bernell E.
Tripp, Dr. David H. Ostroff, and Dr. Jon Roosenraad; Dr. Tripp for her diligence in
reading the thesis and commenting on corrections that needed to be made, Dr. Ostroff
for his advice and suggestions on how to research and approach the topic, and Dr.
Roosenraad for his assistance.
The author would also like to thank his parents for making this study possible.
Thanks also go to the National Basketball Association for providing the videotapes
used in the analysis section as well as providing the league's contract information.
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TABLE OF CONTENTS
Page
ACKNOWLEDGMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
ABSTRACT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vi
CHAPTERS
1. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Review of Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Implications of Study . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 9Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2. 1940s-50s: FROM NBA BEGINNINGS TO TELEVISION BEGINNINGS . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . 12
The NBA is Born . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13The DuMont Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Sports on Television . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 17The Shot Clock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Television Coverage . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . 23Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
3. THE 1960s: A TURBULENT DECADE FOR THE NBA . ... 29
Sports on Television . . . . . . . . . . . .. . . .. . . . . . . . . . . . . . . . . 29NBA . . . . . . . . . . . . . . . . . . . .. . ... . . . . . . . . . . . . . . . . . . . . 31The ABL . . . . . . . . . . . . . . . . . .. . .. . . . . . . . . . . . . . . . . . . . 32NBA Changes Networks . . . . . . . . . . .. . .. . . . . . . . . . . . . . 34The ABA . . . . . . . . . . . . . . . . .. . .. . . . . . . . . . . . . . . . . . . 36The Knicks Become Winners . . . . . . .. . .. . . . . . . . . . . . . . . 38Conclusion . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . 39Notes . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . 39
4. THE 1970s: A DECADE OF UNFULFILLED EXPECTATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Expansion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . 43The Sport of the ‘70s . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . 44Criticisms of Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . 46CBS Struggles to Improve Coverage . . . . . . . . . . . . . . . . . . . 48Ratings Decline . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . 49
iv
NBA Image Problems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52ABA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57
5. THE 1980s: A DECADE OF PROSPERITY . . . . . . . . . . . 62
Bird and Magic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62The NBA Makes Changes . . . . . . . . . . . . . . . . . . . . . .. . . . . . 63The Resurgence of the NBA . . . . . . . . . . . . . . . . . . . .. . . . . . 65David Stern . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67The Superstars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
6. THE 1990s: ON THE COATTAILS OF MICHAEL JORDAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Jordan Reaches the Pinnacle . . . . . . . ... . . . . . . . . . . . . . . . . . 76Jordan Retires . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77New Stars Fill the Void . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . 78Jordan Returns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80The NBA Again Faces Life After Jordan . . . . ... . . . . . . . . . . . 83Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84Notes . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . 84
7. KEY GAMES IN TELEVISION HISTORY . . . . . .. . . . . . . 88
Game 1 1954 Eastern Division Playoffs: Boston Celtics vs. New York Knicks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89Game 1 1956 NBA Finals: Philadelphia Warriors vs. Fort Wayne Pistons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90Game 7 1970 NBA Finals: New York Knicks vs. LosAngeles Lakers . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . 90Game 7 1984 NBA Finals: Boston Celtics vs. LosAngeles Lakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91Game 1 1991 NBA Finals: Chicago Bulls vs. Los Angeles Lakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
8. HOW TELEVISION CHANGED SPORTS . . . .. . . . . . . . . . .97Notes . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . .101
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9. ANALYSIS: A COMPARISON BETWEEN 1980s NBA GAMES AND 1990s NBA GAMES . . . . . . . . . . . . . . . . . . .102
1970s Telecasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .104Pregame Coverage in the 1980s . . . . . . . . . . . . . . . . . . . . . 106Teases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107Introduction of Announcers . . . . . . . . . . . . . . . . . . . . . . . . . 107Team Lineups/Injury Report . . . . . . . . . . . . . . . . . . . . . . . . 1081990s Pregame . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . 109Teases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109Injury Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1111980s Game Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112Commentary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . 113Themes of the Games . . . . . . . . . . . . . . . . . . . . . . . ... . . . 118Replays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . 123Halftime Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 124Postgame Coverage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 130
10. DISCUSSION AND IMPLICATIONS. . . . . . . . . . . . . . . . . 134
Implications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .137
APPENDIX A: NBA FRANCHISES BY DECADE SINCE 1946 . . . . . . . . 140
APPENDIX B: NBA TELEVISION CONTRACTS . . . . . . . . . . . . . . . . . . . 145
BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146
BIOGRAPHICAL SKETCH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154
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Abstract of Thesis Presented to the Graduate School of the University of Florida inPartial Fulfillment of the Requirements for the Degree of Master of Arts in Mass
Communication
THE NBA ON NETWORK TELEVISION: A HISTORICAL ANALYSIS
By
Mario R. Sarmento
December 1998
Chairman: Dr. Bernell E. TrippMajor Department: Journalism and Communications
This thesis is a documentation of the history of the National Basketball
Association (NBA) on national television from the early 1950s until 1998.
Specifically, this thesis examines the implementation of television coverage of the NBA
and how coverage changed the sport. Newspaper and magazine articles from previous
decades were selected to document the league's history on television as well as rule
changes and historical developments in the NBA as well. Key games in the history of
network coverage of the NBA are cited, and they were selected based on their
historical significance to the NBA on television. Also, an analysis of games from the
1980s and 1990s was conducted to determine how television coverage has changed
since the early days of the medium.
Specifically, this was done through the use of newspaper and magazine articles
that offered criticism of the commentators who covered the game. The games
themselves were broken down into four segments: pregame, halftime, postgame, and
game coverage. The pregame show was further segmented into four areas: the
opening portion of the telecast, which in broadcasting terminology is known as a tease,
introduction of announcers, and team lineups/injury reports. The content of the
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pregame shows was also analyzed. It was determined that pregame coverage has
grown more sophisticated since the 1980s, with more elaborate teases and more
sophisticated analysis of injuries than before.
Game coverage was also broken down into four subjects: commentary during
the games, themes of the games as described by the announcers during the games, the
use of replays, and the use of graphics. Commentary in 1990s games was found to be
more detailed and insightful than coverage during the 1980s, and there were more
replays and camera angles used in 1990s coverage as opposed to 1980s coverage.
More sophisticated and detailed graphics were used in the 1990s, specifically the use
of shot charts to monitor the players' performances and the use of shooting percentage
and turnover and rebounding statistics.
There was one consistent element to coverage from the '80s to the '90s, and
that was the announcers' use of game themes to describe to viewers how one team had
defeated another. The game themes have also become more elaborate over the years;
where once announcers in the '80s highlighted two or three key themes that led a team
to victory, coverage in the '90s indicated that there were several themes announcers
used to present the storylines of the games. Finally, halftime and postgame shows
were examined for their content and it was found that coverage in the 1990s provided
more analysis and elaboration on key plays in the games than in the 1980s.
Finally, this study examined how television coverage changed both the NBA,
and mass media coverage of the game. It was determined that NBA officials made
several rule changes over the years in an effort to appeal to television viewers.
Journalists were also forced to write about other aspects of the games since viewers
could see the results on television. This led to more in-depth analysis of games.
1
CHAPTER 1INTRODUCTION
The National Basketball Association (NBA) has grown up over the last 20
years. Once on the verge of collapse, and unwanted by television, the NBA has
rebounded to become arguably the most popular league in the nation. Among young
people, the NBA has in fact surpassed the National Football League (NFL) as the
number one sport.1 If this statement would have been made 10 years ago, it would
have been dismissed as ridiculous. It was through television that the league finally
established itself as a worthy counterpart to Major League Baseball and the NFL.
The league got its first television exposure during the 1953-54 season on the
long-since folded DuMont network. At that time, baseball was still the national
pastime, and pro football was beginning to emerge as a popular sport in its own right.2
Even college basketball was considered a more attractive television commodity than
the NBA.3 The NBA was considered to be a minor-league operation at the time, but
when the college point-shaving scandals of the early '50s rocked college basketball and
left the NBA relatively unscathed, the league began its emergence into the national
spotlight.4
However, the interest faded, and after DuMont folded in 1954, the league
began a partnership with the National Broadcasting Company (NBC) for the 1954-55
season. Yet, the promising partnership between NBC and the NBA was diminished by
the slow pace and fouling exhibitions NBA games had become in the 1950s. Without
a time constraint for a team to get a shot off, the NBA was always played at a slow
2
pace, with one team opening up a bit of a lead and then putting the ball into a deep
freeze until time ran out.5
The league was dying a slow death, and the snail's pace threatened to wipe out
professional basketball entirely. A few games in particular showed how the game was
played back then. On November 22, 1950, the Fort Wayne Pistons defeated the
world-champion Minneapolis Lakers 19-18 in the lowest-scoring game ever.6 The
problems continued three years later, when 106 fouls were called and 128 free throws
were shot in a playoff game between the Boston Celtics and Syracuse Nationals.
Celtic great Bob Cousy scored 50 points, but 30 of them came at the foul line.7 He
was the only player to make more than five field goals in the entire game!8 A year
later, NBC gave the NBA an opportunity to shine by nationally televising a playoff
game between the Celtics and the New York Knicks. The 95-foul display ended in
humiliation for the league when the network switched away before the game had even
ended.9
The savior for the NBA emerged in the form of Syracuse Nationals owner
Danny Biasone, who instituted the 24-second shot clock that most agree saved the
league.10 The 1954-55 season was the first played with the shot clock, and the results
were a more wide open style of play far more appealing to television viewers than the
old style. The first national telecast of an NBA Finals game took place one season
later, when the Philadelphia Warriors and Fort Wayne Pistons met for the
championship.11
The NBA has been selected for this study to determine how television coverage
changed mass media coverage of basketball and the way the viewers perceived the
game. The early years of television and the problems faced by the NBA have largely
3
been ignored, and not much was written about the league before the popularity
explosion in the 1980s. But this was a league that struggled for nearly 40 years to find
its niche with the public, and it took a host of exciting young stars and the arrival of
David Stern as commissioner to turn the NBA's television fortunes around.
This study will examine television coverage of the NBA, including articles from
previous decades that chronicled the league's woes. Also, there will be a focus on the
broadcasts of key games that were critical in the league's evolution or regression and
how they impacted the league's development. These benchmarks include the Knicks-
Celtics game of which NBC ended coverage abruptly, the first NBA Finals game ever
broadcast, the 1970 NBA Finals, that brought unparalleled attention to the league, the
1984 NBA Finals between the Los Angeles Lakers and Celtics that served as the
springboard to the NBA's current success, and the Chicago Bulls-Lakers showdown in
the 1980s that served as a changing of the guard in one respect, and the continuation
of league popularity.
In addition, there will be a comparison made to demonstrate how coverage of
the league has changed since the popularity explosion in the early 1980s. To
accomplish this, there will be an examination of different games for the 1980s and
1990s to analyze the content of commentary and visual presentation of NBA games.
Specifically, the comparison will be made between a regular season game from 1980, a
playoff game telecast on a local Milwaukee TV station, the 1987 NBA Finals, the
1991 NBA Finals, and the 1998 NBA Finals. Criticisms of how the announcers called
the game will also be analyzed. This study will note how the announcing style has
changed, if at all, from the years just before the NBA popularity increased. Also, the
production quality of the games will be analyzed, as well as the focus of commentary
4
from the announcers. Comparisons will also be made in the pre-game and post-game
formats to follow any trends or changes in coverage.
Review of Literature
Only a few books and articles specifically dealt with television coverage of the
NBA. Other sources dealt with the reasons for the NBA's success or lack of success.
Several other works focused on the great players and their impact on the game, which
in turn influenced the television coverage of it. Finally, some articles dealt with the
analysis of network coverage and/or commentators that worked for those networks.
This section explores all of these works in the field of television coverage of
professional basketball.
In In Its Own Image: How Television Has Transformed Sports, Benjamin G.
Rader discussed the key developments in sports that have been directly attributable to
television.12 He traced the NFL and baseball back to the first telecasts and explained
how sports evolved from a minor aspect of television programming in the early days to
becoming a major aspect of television programming. Rader also described how the
increase in prominence on television led to rule changes in football to make the game
more interesting for viewers at home, how network contracts were originally
negotiated, and how these contracts have ballooned in recent years. Rader specifically
described the NBA's beginnings as an unwanted, unwatched sport in the 1950s. He
then described the league's lack of success through the 60s and 70s and critics'
perspectives on the NBA's television problems. However, there was not a historical
analysis of the NBA's television coverage or as much in-depth analysis as Rader
devoted to baseball and football.
5
Rader also explored the evolution of sports in America in another book,
American Sports: From the Age of Folk Games to the Age of Televised Sports.13 In
the book, Rader asserted that the American Broadcasting Company (ABC) took the
lead among the major networks in increasing sports programming with the belief that
there would be an increased visibility for the network. Rader credited Roone Arledge
with ABC's success in doing so. This success led to the other networks creating an
intense competition for the right to televise the major sports. Rader also credited
Arledge with bringing the fan into the game with his use of a variety of camera angles.
As far as basketball was concerned, Rader insisted that the inability of the NBA to field
a strong team in New York was a major reason why television produced only modest
revenues. He also described how the 24-second clock was a hindrance, as well as an
aid, to the NBA's television future. Rader did admit to the NBA's rapid growth on
television in the 1980s, but as in his first book, he did not go into any detail about the
league's television history or the reasons for its success.
The National Broadcasting Association listed all of the contracts in every major
sport in the book, Sports on Television.14 The National Broadcasting Association
listed NBA rules on local telecasts, the local television stations that covered each team
in the NBA, and the stipulations of the league's contracts at the time. However, there
was no historical analysis of the relationship between the league and television, and
there was no discussion on current coverage of the games.
Marc Gunther discussed the role Roone Arledge played in developing the
modern technique of packaging sports for television in his book The House That
Roone Built: The Inside Story of ABC News.15 A chapter in Gunther's book was
devoted to Arledge's ascendance in ABC sports from his arrival in 1960. Basketball
6
was mentioned briefly, but Gunther noted the innovations Arledge brought to sports
programming. However, this chapter on Arledge's influence on sports programming
was brief.
Bert Randolph Sugar also examined Arledge's contributions to televised sports
in The Thrill of Victory: The Inside Story of ABC Sports.16 Sugar followed the course
of ABC's sports division throughout its history. The focus of this book was primarily
on the NFL and Arledge's "Monday Night Football" extravaganza than on the NBA.
Again, there was only a brief mention of basketball, since ABC had the rights to
televise professional games for ten of the leaner years in league history.
In addition to these books, other books about NBA history made brief
mentions of television, which were important pieces to the historic puzzle. Michael
LaBlanc presented a chronological history of every team in the NBA in his book,
Professional Sports Team Histories: Basketball.17 LaBlanc echoed the sentiments of
Rader when he wrote that the NBA suffered on television due to the fact that the New
York Knicks never had a winning team. In his section on the Knicks, LaBlanc also
described the nationally televised Knicks-Celtics playoff game in 1954 which was so
poorly played that NBC had to cut away from it.18 LaBlanc concluded that this game
and others like it before the shot clock did much to turn viewers and networks away
from the NBA. More a chronology of the league's teams, this book was not a source
of much information relating to television other than the Knicks-Celtics game
described.
Zander Hollander and Alex Sachare's traced the chronology of the entire NBA,
season by season, since it began as the Basketball Association (BAA) in 1946. In The
Official NBA Basketball Encyclopedia,19 Zander and Hollander noted the key
7
developments in each season. Television was not mentioned prominently, except for
the section on the adoption of the 24-second clock that many argued saved the league.
Also, the impact of stars like Bill Russell, Wilt Chamberlain, Larry Bird, and others
was mentioned in association with NBA success on television.
In Roland Lazenby's chronology of finals games, The NBA Finals: A Fifty-Year
Celebration, he noted the development of the shot clock as a major step in enhancing
the NBA's image on television.20 In addition, he described the impact of the key
championship games on television, as well as the star players' impact on the league.
Lazenby pointed out the Celtics-Lakers rivalry in the 1960s and 1980s, as well as the
impact Larry Bird and Magic Johnson had on the league on television. Michael
Jordan's impact was also assessed by Lazenby in the Chicago Bulls' four Finals
appearances.
Lindsey Nelson provided an autobiography about his life and career in the
book, Hello Everybody, I'm Lindsey Nelson, devoting an entire section to sports on
television and the role he played in covering sports for NBC when the medium was in
its infancy.21 Nelson provided a brief two-page glimpse of his days as a the play-by-
play man for NBC when the NBA had a contract with the network. He also described
how the league adapted to television those days, but he did not go into detail on the
history of the NBA on television and he provided no insight as to how the games were
produced.
Chapters in Benjamin Rader's books and a chapter for the Gunther and Sugar
books are the only books to deal with the NBA's history on television. Even so, the
history is brief since the league did not establish itself as an equal of the NFL and
baseball until the 1980s. However, several newspaper and magazine articles
8
chronicled the league's development on television, as well as its shortcomings. The
authors of these articles have also offered the prevailing opinions as to why the league
was struggling or prospering. Lazenby and Hollander & Sachare provided historical
backdrops for the NBA's relationship with television, and helped to support claims of
whether the league was advancing on TV or regressing.
Methodology
This paper will provide a historical analysis of NBA coverage on television,
starting from the first television contract through the NBA's current deal with NBC.
Each decade will be assessed in terms of how it either contributed or set back the
NBA. This will be done through the interpretation of articles written during these time
periods in publications such as The New York Times, Sports Illustrated, The Chicago
Tribune, Business Week, and TV Guide. This will also be accomplished through the
analysis of televised game coverage. These articles were chosen because they either
documented the NBA's history on television or they documented the league's history
itself and provided insight into how the NBA was perceived during those times.
Articles will also be used to describe the key games in the history of NBA television
coverage, as well as historical publications about the NBA which also focus on these
games. APA style will be used for all publications used in this thesis.
Each of the games selected for analysis will be scrutinized in terms of the
pregame, halftime, postgame, and game coverage. Specifically, the content of the
halftime and postgame shows will be examined to determine how the 1980s telecasts
differ from the '90s telecasts. Analysis of the pregame section will be broken down
into four areas: teases that start the telecasts, announcer introductions, and player
injuries and team introductions. The teases will be compared to see how they have
9
changed since 1980. Announcer introductions and player injuries and team
introductions will also be analyzed to determine any differences in coverage.
During the games themselves, the criteria that will be analyzed are the
commentary of the announcers, game themes the announcers touch on, the graphics
used during the games, and the use of replays and camera angles. Specifically, the
analysis of the announcers will be compared to determine how calling the games has
evolved over the last twenty years. Also, their analysis will be examined for detail and
depth. Criticisms of the announcers will provide background for the way they call the
games. Themes of the games that announcers touch on during the course of a game
will be examined to determine how these themes are created and supported.
Graphics will be analyzed to determine how they have changed over the years,
and how sophisticated they have become. The use of replays, which was pioneered by
ABC for its 1960s NFL telecasts, will be analyzed as well. There will also be a focus
on the number of replays, times during the game when replays were used, and the
various angles used by the networks in their coverage. The analysis of these games
will also be supplemented by clips from the 1970s to further examine the evolution of
NBA coverage. Theoretically, the 1970s and 1980s broadcasts should set the model
for the nineties' broadcasts, with the '90s' telecasts being the most sophisticated and
most technologically advanced.
Implications of Study
The implications of this study are that television changed the coverage of
basketball in mass media, and that the sport itself was changed by television. It is
expected that through the course of the NBA's relationship with television, the medium
has affected the way sportswriters cover the games as well as changing the way
10
1. Jeffrey Meitrodt, "NBA's Popularity Concerns Owners," The Times-Picayune 24 Jan.1997, p. S58.
2. Benjamin G. Rader, In its Own Image: How Television Has Transformed Sports (NewYork: Free Press, 1984), 51, 85.
3. Benjamin G. Rader, American Sports: From the Age of Folk Games to the Age ofTelevised Sports (Upper Saddle Bridge, NJ: Prentice-Hall, Inc., 1996), 270.
4. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (New York:Villard Books, 1989), 55.
5. Alex Sachare (ed.), The Official NBA Encyclopedia (New York: Villard Books, 1989), 61.
6. Charles Paikert, "When Biasone Took 24 Seconds to Save the N.B.A.," The NewYork Times 28 Oct. 1984, Section 5, p. 2.
7. ibid, p. 2.
8. Zander Hollander (ed.), The NBA's Official Encyclopedia of Pro Basketball (New York:American Library 1981, 63).
9. Michael L. LaBlanc, Professional Sports Team Histories (Detroit: Gale Research Inc,1984, 78-79).
10. Charles Paikert, "When Biasone Took 24 Seconds to Save the N.B.A.," The New YorkTimes 28 Oct. 1984, Section 5, p. 2.
11. The Associated Press, "Warriors Topple Nats Five, 109-104," The New York Times 30March 1956, p. 15.
12. Benjamin G. Rader, In Its Own Image: How Television Has Transformed TelevisedSports (NY: Free Press, 1984).
broadcasters cover the games. Specifically, there are three questions this researcher
hopes to answer in this study:
1) How did television change the structure of the NBA game itself, through
rule changes or expansion?
2) How did television change the way sportswriters covered the NBA and in
what ways did it change print journalism coverage?
3) How has television affected the way games are broadcast today?
Notes
11
13. Benjamin G. Rader, American Sports: From the Age of Folk Games to the Age ofTelevised Sports (NJ: Prentice-Hall Inc., 1996).
14. National Association of Broadcasters, Sports on Television (Denver: Bortz & Company,Inc, 1990).
15. Mark Gunther, The House That Roone Built: The Inside Story of ABC News (Boston:Little, Brown & Company Inc., 1994).
16. Bert Randolph Sugar, The Thrill of Victory: The Inside Story of ABC Sports (New York:Hawthorn Books, Inc., 1978).
17. Michael L. LaBlanc, Professional Sports Team Histories: Basketball (Detroit:Gale Research Inc. 1994).
18. ibid, p. 79.
19. Zander Hollander & Alex Sachare, The Official NBA Encyclopedia (New York: VillardBooks, 1989).
20. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapoils: Masters Press,1996).
21. Lindsey Nelson, Hello Everybody, I'm Lindsey Nelson (New York: Beech Tree Books,1961).
12
CHAPTER 2
1940s-1950s: FROM NBA BEGINNINGS TO TELEVISION BEGINNINGS
When television became a major part of American culture in the 1950s,
sports programming was not considered to be essential to network scheduling.
The DuMont Television Network pioneered sports programming, making football,
basketball, and baseball a regular part of its schedule. At first, writers and sports
promoters believed that television would have an adverse affect on sports by
hindering attendance figures. This view would change at the end of the decade, as
would the image of the National Basketball Association (NBA).
When the 1950s began, the NBA had been in existence for only four years.
The league received an early boost when four teams from the stronger National
Basketball League (NBL) defected to the NBA in 1949. The NBA also made the
transition to television and the DuMont Network in 1953. However, excessive
fouling and a slow style of play threatened the league's television future. A rule
change in 1955 sped up the game, and may have saved the league as well. By the
end of the 1950s, the NBA emerged as a league with growth potential. Most of
the teams were in larger markets than they had been at the start of the decade, and
the league changed networks to the National Broadcasting Company (NBC) and
maintained its television presence.
The first basketball game that appeared on television was not even a
professional game, but a college game. NBC had cornered the market on televised
sports, airing the first-ever baseball game, boxing match, tennis match, and football
game. All of these events were aired in 1939. One year later, NBC added to its
list of firsts by broadcasting the first basketball game, a college game between the
13
University of Pittsburgh and Fordham on February 28 in New York City.1 At this
time, the NBA had not even been formed. Instead, the NBL, a forerunner of the
NBA, was the preeminent professional league. The league was made up of
formerly independent clubs and clubs owned by the Goodyear and Firestone
Rubber companies of Akron, Ohio, and the General Electric Company of Fort
Wayne, Indiana.
The NBA Is Born
In 1946, Walter Brown of Boston, Al Sutphin of Cleveland, and Ned Irish,
a major college promoter, were among the leaders who formed the Basketball
Association of America (BAA).2 In just 10 years, college basketball had made the
jump from small gyms to big business.3 College doubleheaders at Madison Square
Garden had attracted a huge following, and the college doubleheader became a
strong attraction.4
Professional basketball teams had existed for nearly 50 years, yet were not
in the mainstream of sports.5 Hockey, on the other hand, had been somewhat
successful.6 Owners of big city arenas who had a lot of open dates purchased
hockey teams to fill seats, and these hockey teams proved to be valuable assets.7
This was the blueprint the BAA leaders sought to follow, as well as to draw
from the popularity of the college game by recruiting graduating players. The
leaders met on June 6, 1946, to organize their new league. There were 11
members of the BAA, and all had access to large arenas.8 Five were connected
with National Hockey League (NHL) clubs. Five others were tied to the American
Hockey League, the sport's top minor league. The 11th was Mike Uline, who ran
not a hockey team but an arena in Washington, D.C.9 Arthur Daley of The New
14
York Times noted the importance of the owners having access to large arenas,
writing that "This is an important distinction because lack of adequate facilities has
been the main stumbling block for all previous circuits."10 Daley predicted that
"the new league may not click overnight. However, it cannot help but succeed
eventually."11
The first game in modern professional basketball history took place on
November 2, 1946, with the New York Knicks playing Toronto in Canada.
However, over the next two seasons the BAA would struggle to survive. The first
season saw no universal radio coverage and little, if any, coverage at all from
newspapers except for home teams.12 The second season was even tougher, as
Detroit, Cleveland, Toronto, and Pittsburgh all folded.13 The Providence
Steamrollers would fold the next year after posting a 12-48 record.14 The BAA
was sinking fast and would need a boost to stay afloat.
The boost came in the form of the NBL, which was the more competitive
league. NBL teams were based in the Midwest, and it the teams had most of the
established professionals. The league also had the most important player: a 6-10
center from DePaul named George Mikan who played for the Minneapolis Lakers.
A writer for the Associated Press lamented that the loss of the Lakers was the most
devastating loss for the NBL, and the loss of Mikan would be equally large.
Already, it was noted in The New York Times that, "Big George Mikan rates as one
of the game's all time greats."15
Just before the 1948-49 season, Minneapolis, led by Mikan, along with
Rochester and Fort Wayne, joined the BAA. The top players were now playing in
the biggest arenas in the biggest publicity outlets.16 This move changed the BAA,
15
and so did Mikan. An article in The New York Times proclaimed, "Minneapolis'
George Mikan broke every N.B.L. scoring record last season and was the league's
biggest individual drawing card."17 At a time when any player scoring more than
20 points per game was rare, Mikan averaged an unheard of 28.3 point per game
(PPG) for the season.18 He won the scoring title, and the Lakers won their first
championship in the BAA. The NBL, however, was dead. After the loss of
Mikan, the quality of the league had been reduced considerably. The season was
played out, and six remaining franchises were absorbed by the BAA the next year.
The name of the unified league became the NBA.
By the time the 1950-51 season ended, the NBA found itself in the
mainstream of major league sports for the first time.19 It had total access to all of
the college stars, filling the void left by the college scandals. In addition, there
were several top players in the league, led by Mikan. Soon the television age
would give the league a greater opportunity for expansion, and it would be an
obscure fourth network that would provide the NBA with its first opportunity on
television.
The DuMont Network
In 1937, an engineer named Allen B. DuMont applied for and received an
experimental television license. DuMont had been the vice president of the
DeForest Radio Company in 1931, and that year he started the Allen B. DuMont
Laboratories, Inc. From 1931 to 1936 DuMont's company would be the only one
to mass produce cathode-ray tubes, which allowed a person to see electronic
impulses graphically displayed. DuMont's company became the first to
16
manufacture television sets, and soon the engineer began tinkering in the field of
television and created his own network.20
DuMont's first television station, W2XVT, began transmitting from
Passaic, New Jersey in February of 1939.21 Until 1954, the DuMont Television
Network would join NBC, CBS, and ABC as the networks of the nation. DuMont
would also offer several innovations along the way.
The network established many television firsts, such as televising the first
children's television series, the first soap opera and regularly televised professional
football and basketball games.22 Several prominent figures would get their start on
the network, including Mike Wallace (60 Minutes), Roone Arledge (president of
ABC News), comedian Ernie Kovacs, and Jackie Gleason.23
The network was most innovate when it came to televising sports. Peter
Kerr of The New York Times wrote, "Relatively few people in the early 1950s
knew or cared about professional football."24 They did not care, that is, until the
DuMont network began televising New York Giants games in 1952. The next year
the network expanded to covering other NFL teams on a weekly basis.25 The
DuMont Network's audience also grew when DuMont began broadcasting NBA
games that same year.26
For the 1953-54 season, the NBA agreed that DuMont would carry 13
regular season games at a cost of $39,000. By this time, the league had already
experimented with television in local markets. As early as 1948-49, The New York
Times reported that all Knicks games at Madison Square Garden would be
televised locally.27 The local station, WJZ-TV, also had exclusive rights to televise
Knicks' playoff games.28 However, the DuMont network provided the league with
17
the opportunity to go national. The DuMont Television Network folded in 1955,
but DuMont had established that sports programming could be a profitable
venture. NBC soon picked up where DuMont left off, and the NBA was back on
television.
Sports on Television
NBC and the NBA forged a contract that kept the league on television for
the next seven seasons, from 1954-55 to 1961-62. However, NBA ratings were
lukewarm at best. There were few articles that examined the NBA's development
on television during this time, but there were several articles related to the impact
television was having on sports, particularly baseball and football.
The initial concern sports promoters had with television was that it would
affect the attendance in stadiums. Time reported in its "Radio and TV" section
that, "Michigan Athletic Director Fritz Crisler told delegates: 'We're ready to throw
out television. Video could damage our gains seriously, and it is up to [us] to act
immediately.'"29 This same tone was taken in another article in Nation's Business
entitled, "Sports Behind Glass." Again, sports promoters and owners questioned
whether television would hurt attendance figures. Revere McVay reported that
Ned Irish, the Knicks owner, said that "television--instead of being hostile to the
Garden gates--proclaims an event to a broader base of the public than any other
medium."30 Irish even conducted an experiment during the season to see if
television did hurt attendance figures. He barred cameras from the first half of the
season, then televised the second half.31 McVay reported that, "Nothing unusual
was noted during the first half of the season. But advance sales jumped
18
considerably during the second half even in cases where one team had its allure
dimmed by losses."32
McVay also wrote that televised sports were also responsible for attracting
a female contingent, particularly in boxing and wrestling. This was confirmed
when McVay reported that "A sample audience in the Garden has revealed that as
many as 42 percent will be female."33 There was also the feeling amongst
television executives that television would attract the curious and educate them on
the fine points of whatever game they were watching. Then actual attendance at
the games would improve as a result.34
McVay also noted that television had changed the role of the sports
commentator. He wrote that while the radio announcer could conceal his lack of
insight by distorting the action and passing it off as the truth, "TV reporting
demands competence and expert evaluation."35 He also wrote that the television
audience found out that there was more to basketball than just putting the ball in
the hoop. He cited that broadcaster Curt Gowdy, himself a former basketball
player, "pointed out different shooting styles, offensive tactics and defensive
counters, adding to the suspense and judgment of the viewers."36 He concluded
the article by writing that television would have the same effect on sports as radio
did. Namely, that attendance would increase as television exposed more people to
the games themselves.
The same argument was carried out in a Business Week article called, "TV
Disrupts Sports Business." In the article, the author wrote that television was
affecting sports the same way it was believed television had affected plummeting
box office numbers for movies.37 The author did conclude that in the long run
19
television would eventually pay off for sports in overall income--mostly by
attracting new fans.38 The author added that the concern over attendance figures
was enough to persuade the NBA to ban television from all cities except for New
York.39
In "Sports and TV: What Next?", the author noted that sports promoters
realized that television "had increased the number of fans for all sports by the
millions."40 John Lardner provided his own breakdown of sports on television in
an article entitled, "Sports on TV--A Critical Survey." Lardner examined each
sport and his perceived notions about how television had impacted those sports.
Lardner's only assessment of basketball was, "I think it's fair to say that watching
basketball and hockey in person is preferable to watching them on television."41
The Shot Clock
During the early television years, the NBA was being affected by its image
as a rough-and-tumble game. In the early '50s, fouling had increased significantly
as the stalling game took its toll on the league. In 1954, NBC executives decided
to give the NBA a national showcase for the playoffs, the Knicks against a rising
power in Boston in Madison Square Garden. The result, however, damaged the
league's image and paved the way for a major rule change. After 95 fouls "one of
the worst basketball games ever played"42 was preempted by NBC. Accounts of
the game in The New York Times stated only that, "The Knicks experienced what
was simply the worst night of the season."43 There was no mention of the game's
impact on the national television audience or the fact that NBC had preempted its
coverage. But according to Michael LaBlanc, the league's television fortunes had
taken a giant step backward. After this episode and others like it, such as a 19-18
20
game played between Fort Wayne and Minneapolis in 1950, NBA owners knew a
change was needed or their league would cease to exist. Enter Syracuse Nationals
owner Danny Biasone. For three years Biasone had told anyone who would listen
that the league needed a shot clock to eliminate the stalling game.44 Biasone
explained his reasoning:
There was no way we could stop the stalling and fouling without a timeelement. Other sports had limits--in baseball you get three outs to score, infootball you must make ten yards in four downs or you lose the ball. But inbasketball, if you had a lead and a good ball handler, you could playaround all night. The only way for the other team to stop that was to grabhim and send him to the line. Then you'd foul him back. It was dull. 45
Biasone's idea was based on a test he had run during the summer of 1954,
in which he had some professionals and a group of high school players participate
in an experimental game while he used a stopwatch. Biasone discovered that most
shots were taken within 12 seconds, so he recommended that the clock be 24
seconds because he figured that during a 48-minute game, each team would have a
minimum of 60 possessions.46
The owners experimented in the exhibition season, found Biasone's idea
made sense, and instituted the 24-second clock for the 1954-55 season. Stalling
was prevented, but there was still the matter of excessive fouling. So the Board of
Governors adopted a rule limiting the number of fouls per team per quarter, after
which each foul became a shooting foul.47 The two rules were perfect
complements.
The immediate impacts of the new rule changes were felt. Scoring jumped
through the roof as tactics and coaching became less of a factor.48 The players
were finally free to do what they did best, which was to score and show off the
21
skills that in time would make the NBA such an attractive television commodity.
During the first season with the shot clock, NBA teams averaged 93.1 points per
game, an increase of 13.6 points per game over the previous year. In 1955 the
Boston Celtics became the first team in league history to average over 100 points
per game for an entire season; three years later every team in the league would
better that mark.49
However, none of the major newspapers commented on the impact of the
rule change and only The New York Times acknowledged the rule changes at all.
The story simply said that, "Emphasizing an effort to 'speed up play', the directors
of the National Basketball Association adopted two rule changes yesterday."50 The
fact that the rule changes were ignored in the Los Angeles Times, The Chicago
Tribune, and The Washington Post indicated the lack of coverage the league
received at that time. Baseball and football still ruled the sports pages, and the fact
that there were no NBA teams in those cities at the time also contributed to the
lack of newspaper coverage afforded to the NBA. Time magazine did analyze the
implementation of the shot clock and how it affected the NBA. It was reported
that, "This new rule . . . has made the pro game a better, faster, more exciting
sport. In other years, 'freezing' the ball in the late stages was the bane of the
game."51
Despite the success attributed to the new rules changes, new problems
emerged. Rader argued that the new rule had made it difficult for fans to get
excited until the last quarter of the game.52 Rader felt that since it was difficult for
teams to build a lead and then "sit" on it, it appeared the players were not exerting
themselves until the last quarter.53 He also wrote that if a team had a huge lead in
22
the last quarter, then that last quarter would be unexciting.54 Futhermore, Rader
stated that if the score was close in the middle of the last quarter, then what had
transpired before was insignificant.55 Again, there was little newspaper or
magazine coverage during the period to substantiate or refute Rader's claims. For
whatever reason, basketball was still not on par with football and baseball as a
major sports league. But the implementation of the shot clock proved to be
instrumental in the NBA Finals in 1955.
Biasone's rule change ended up benefiting his team, the Syracuse Nationals,
most of all. The Nats, as they were called, had fallen to the Minneapolis Lakers
and George Mikan in seven games in the 1950 NBA Finals. In 1954-55, led by
their Hall-of-Fame forward Dolph Schayes, Syracuse finally won the
championship, in seven games over the Ft. Wayne Pistons. The irony was that the
Nats had to come back from a 17-point deficit in the second quarter to win the
title. If not for the shot clock, the comeback would not have been possible, a fact
not lost on Biasone. "If it wasn't for the shot clock, it would have been the dullest
game in history,"56 he said. "Fort Wayne was up by 17. Under the old rules, they'd
have gone into a stall. Then there'd have been a flurry of fouls."57
There was little newpaper coverage of how the presence of a shot clock
had made Syracuse's victory possible. Both The Washington Post and The
Chicago Tribune simply reported the facts of the contest, without even
acknowledging the fact that without the shot clock Syracuse's comeback would not
have been possible. This was in keeping with the notion that the NBA simply was
not on the level of football and baseball in the mainstream of sports fans.
23
Television Coverage
The NBA produced only modest revenues on television, due in part to the
fact that the New York Knicks were unable to field a winning team.58 Benjamin
Rader, in his book In Its Own Image: How Television Has Transformed Sport,
argued that Ned Irish, the Knicks owner, was so abrasive and irritating to the other
owners that he was unable to get their help in building a strong franchise. That and
ill-advised trades and poor drafting helped to doom the Knicks in the mid-1950s.
Rader further argued that a strong franchise in New York would have produced
more lucrative contracts for the league as well as increasing the NBA's overall
attendance.59
Newspapers of the time did not provide any analysis of how Irish ran the
Knicks during this period. In fact, the NBA was rarely in the sports pages, and
when it was the New York Times usually provided only accounts of the games
themselves. There was no analysis of strategy or management moves or the
influence of television on the game.
In 1956, the first NBA Finals game was nationally televised, Game One of
the Philadelphia-Fort Wayne series. The NBA appeared to be on its way on
television, but former NBC broadcaster Lindsey Nelson recalled how everyone in
the league was still learning to cope with the young medium. It seemed that
commercial time-outs were a source of problems in those early days. Nelson wrote
in his autobiography, Hello Everybody, I'm Lindsey Nelson, that commissioner
Podoloff had an answer:
24
He (Podoloff) was traveling to all the televised games to be sure thateverything went well. He knew that the future of the sport lay in itssuccess on the tube. . . And when television needed a time-out, the stagemanager would tell Podoloff. He would then walk briskly around behindthe bench, tap one coach on the shoulder, and say, 'Call time out.'. . . That'show time-outs were handled.60
By the 1957-58 season the NBA had emerged as a league with growth
potential. This was supported by the fact that the Fort Wayne Pistons moved to
Detroit and the Rochester Royals moved to Cincinnati. Only three years earlier,
half of the league's teams had been based in cities of less than 1,000,000 people;
now only the Syracuse Nationals were in that category.61 The NBA image was
also boosted by the influx of new stars that drove gate receipts and salaries up, and
it made the league's television prospects appealing.
An article in TV Guide, "Hooping it Up For Television," examined the
importance of television to the NBA. In it the author wrote that, "Network
coverage of pro basketball not only has spread the fame of the sport but has
increased the stature of the individual players."62 The result was that major cities
were sending Commissioner Podoloff applications to join the league. Podoloff
attributed this to television. He said that "'All this interest has suddenly come up
since the games have been on network TV.'"63 The NBA was scheduling games in
non-league cities, which allowed for audience TV build-ups in promoting the
return of college-area stars such as Bill Russell (San Francisco), Elgin Baylor
(Seattle), and Slater Martin (Texas). Also, owners continued to voice their disdain
for televising home games. Celtics president Walter Brown said that "'on the days
the games were televised from Boston Garden, we drew less than 5,000 fans. The
other Garden playoff games averaged 12-13,000 fans.'"64
25
1. "Tune in to the history of sports TV," USA Today 3 Dec. 1991, p. 3C.
2. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (New York:Villard Books, 1989), 39.
3. ibid, p. 39.
There was also criticism of the broadcasts themselves from players and
coaches. Celtic coach Red Auerbach said that he did not feel NBA telecasts were
as good as they should have been. He added that, "'They should give the viewers
more at halftime. More interviews with players, coaches, and officials.'"65 Bob
Cousy added that he felt there were not enough close-ups of players during the
games. He said, "'The expressions of emotion (on a penalty) or anguish (when a
shot is missed) would bring more tension to the telecasts.'"66 Despite the criticisms
from owners, players, and coaches, the NBA continued its relationship with NBC
into the 1960s.
Conclusion
The 1950s were a time of experimentation for the NBA on television; in
fact all of television was experimental at the time. The league gained its first
television exposure only to be undone by its slow pace and propensity for excessive
fouling. Biasone's shot clock saved the game and revitalized it on television. The
NBA made the move to NBC after the DuMont network folded in 1954, and the
league made small strides on the new medium. By the end of the decade, the
league and television had forged a partnership that would last, despite all of the
problems the league would endure, through the next four decades.
Notes
26
4. ibid, p. 39.
5. ibid, p. 39.
6. ibid, p. 39.
7. ibid, p. 40.
8. ibid, p. 40.
9. ibid, p. 40.
10. Arthur Daley, "Short Shots in Sundry Directions," The New York Times 1 Nov. 1946, p.28.
11. ibid, p. 28.
12. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 41.
13. ibid, p. 44.
14. ibid, p. 44.
15. The Associated Press, "3 Quintets Ready to Change Leagues," The New York Times 9May 1948, Section 5, p. 7.
16. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 47.
17. The Associated Press, "Four Pro Quintets Jump to New Loop," The New York Times 11May 1948, p. 34.
18. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 47.
19. ibid, p. 57.
20. Philip J. Auter & Douglas A. Boyd, "DuMont: The Original Fourth Television Network,"The Journal of Popular Culture 29 (Winter 1995): 63.
21. ibid, p. 64.
22. ibid, p. 68.
23. Peter Kerr, "A Network of the Past Could Be A Model for the Future," The New YorkTimes 3 June 1984, Sect. 2, p. 27, col. 1.
24. ibid, p. 27.
27
25. ibid, p. 27.
26. ibid, p. 27.
27. "The News of Radio", The New York Times 19 May 1948, p. 54.
28. ibid, p. 54.
29. "Air Wave of the Future," Time 30 Jan. 1950, p. 66.
30. Revere McVay, "Sports Behind the Glass," Nation's Business Sept. 1950, p. 44.
31. ibid, p. 44.
32. ibid, p. 44.
33. ibid, p. 45.
34. ibid, p. 45.
35. ibid, p. 86.
36. ibid, p. 86.
37. "TV Disrupts Sports Business," Business Week 27 Jan. 1951, p. 52.
38. ibid, p. 52.
39. ibid, p. 52.
40. "Sports and TV: What Next?" Business Week 16 June 1951, p. 24.
41. John Lardner, "Sports on TV--A Critical Survey," The New York Times Magazine 25Dec. 1955, p. 27.
42. Michael L. LaBlanc, (ed.), Professional Basketball Teams: Basketball, (Detroit: GaleResearch Inc., 1994), 78.
43. Joseph M. Sheehan, "Celtics Trounce Knickerbockers in First Game," The New YorkTimes 17 March 1954, p. 37.
44. Lazenby, Roland, The NBA Finals: A Fifty-Year Celebration (Indianapolis: MastersPress, 1996), 59.
45. Alex Sachare (ed.), The Official NBA Encyclopedia (New York: Villard Books, 1994),61-62.
46. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 59.
28
47. Alex Sachare (ed.), The Official NBA Encyclopedia (New York: Villard Books, 1994),62.
48. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 60.
49. Alex Sachare (ed.), The Official NBA Encyclopedia (New York: Villard Books, 1994),62.
50. "Basketball Loop Changes 2 Rules," The New York Times 24 April 1954, p. 23.
51. "24 Seconds to Shoot," Time 20 Dec. 1954, p. 56.
52. Benjamin G. Rader, In Its Own Image: How Television Transformed Sports (New York:Free Press, 1984), 146.
53. ibid, p. 147.
54. ibid, p. 147.
55. ibid, p. 147.
56. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 67.
57. ibid, p. 67.
58. Benjamin G. Rader, In Its Own Image: How Television Has Transformed Sports, (NewYork: Free Press, 1984), 146.
59. ibid, p. 146.
60. Lindsey Nelson, Hello Everybody, I'm Lindsey Nelson (New York: Beech Tree Books,1985), 261.
61. Zander Hollander (ed.), & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 72.
62. "Hooping it Up For Television," TV Guide 7 Feb. 1959, p. 22.
63. ibid, p. 22.
64. ibid, p. 23.
65. ibid, p. 23.
66. ibid, p. 23.
29
CHAPTER 3THE 1960S: A TURBULENT DECADE FOR THE NBA
In the 1960s there was more of a focus for writers on the relationship
between sports and television than there was for the NBA and television. In the
NBA, franchise moves were dictated by market size, although reporters during that
time never expressed that. For example, the Lakers and Hawks moved from small
market cities Minneapolis and St. Louis to Los Angeles and Atlanta, respectively.
Yet none of the major newspapers discussed the fact that Atlanta and Los Angeles
were better television markets than St. Louis and Minneapolis.
The NBA also faced a challenge from two upstart leagues, the ABL and the
ABA. The ABL folded after only a year-and-a half, but the ABA, which started in
1967, would battle the NBA for college and professional talent. The league was
unceremoniously dropped from NBC in 1962, but with a new commissioner the
NBA found a home on ABC. League television fortunes were on the rise,
culminating with the Knicks' championship season of 1969-70.
Sports on Television
In the early 1960s, writers were still examining the relationship between
television and sports. James Tuite of The New York Times argued that the advent
of television had created the need for insightful analysis, and networks soon turned
to former athletes to describe the action to viewers.1 Tuite wrote that, "Some
(former athletes) of them lack a mellifluous voice and a smooth delivery, but their
know-how, their enthusiasm and their love for the game have brought a new
dimension to broadcasting."2 In 1966, ABC Sports President Roone Arledge of
30
ABC wrote that "Physically, professional basketball is an excellent sport
fortelevision; it's played in a confined area and the cameras can be placed to show
the agility, finesse, and contact."3 Arledge also wrote that one of the growing
problems was that there was a feeling that everything that occurred before the last
10 minutes of the game was inconsequential.4 Arledge later wrote the theory was
inaccurate, unless a person wanted to see the results or wanted to bet on the game.
He added that the principal weakness of basketball was that the commentators did
not educate the public well enough on the subtleties of basketball strategy, as they
did in football. Arledge contended that this was difficult since there was no natural
break in basketball, because the action was constant.
There was also a backlash by writers during the 1960s against the TV
timeout and the overcommercialization of sports. An article in Newsweek called
"Breaks in the Game," cited the example of Celtic player-coach Bill Russell being
fined $50 during the 1966 season for refusing to call a TV-ordered timeout in the
midst of a Celtic rally against the Philadelphia 76ers.5 Richard L. Tobin argued
that sports should be returned to the journalists from Madison Avenue in a
Saturday Review article called, "Time Outs and Other Nonsense in TV Sports."6
William Johnson described the impact television had on sports in an article
called, "TV Made it All A New Game." Johnson contended that "in the past 10
years sport in America has come to be the stepchild of television. . . "7 Johnson
maintained that television money was responsible for the high salaries earned by the
athletes, as well as keeping great franchises afloat that would otherwise go
bankrupt.8 Johnson also described how television dictated franchise shifts in each
of the major sports. The Milwaukee Braves, Minneapolis Lakers, and Chicago
31
Cardinals all shifted locations almost entirely because of the prospects of
television.9 He added that in 1969, there were 87 major league franchises in
basketball, football, baseball, and hockey. Just a decade earlier, there were only
42.10 NFL Commissioner Pete Rozelle said himself that without television, half of
the NFL's 26 teams would not exist and the rest would be struggling.11 Johnson
ended by describing how baseball had been affected by television in terms of the
sport's loss in popularity.
NBA
By the time the 1960-61 season arrived, there was one major geographical
change in the NBA. The Lakers moved from Minneapolis to Los Angeles as the
league expanded westward. The irony was that it was the prospect of a rival
league sprouting on the west coast that forced NBA owners to accept the move.
Following the glory days of Mikan, the Lakers were losing so much money that
they were forced to sell off their players to meet expenses.12 Then Laker
management learned that major league baseball was moving a franchise to
Minneapolis.13 Team owner Bob Short knew the competition would be too much
for the Lakers, so he asked the league to move the franchise to the recently
constructed 14,000-seat SportsArena in Los Angeles.14
Originally the league owners turned down the request, 7-1, but then they
heard that Abe Saperstein, the founder of the Harlem Globetrotters, had
announced plans to form the American Basketball League (ABL).15 None of the
owners wanted the ABL to get a head start in establishing franchises in the vast
western market, so they voted 8-0 to allow Short to move the team to Los
Angeles.16 Hence, the NBA's westward expansion was born from necessity. None
32
of the newspapers noted that the Lakers' move to Los Angeles might have had
something to do with the fact that Los Angeles was a far larger market than
Minneapolis. Also, Sports Illustrated did not cover the franchise relocation at the
time it occurred.
The ABL
In 1961, Abe Saperstein's vision of a basketball league came to fruition,
when, the first ABL game was ever played. Melvin Durslag explained in a TV
Guide article entitled, "Keeping One Eye on the Basket, the Other On TV", that
Saperstein's principal reason for forming the rival league was to exact revenge on
his NBA counterparts.17 Durslag wrote that Saperstein, the owner of the Harlem
Globetrotters, had noticed that Los Angeles was "shockingly devoid" of
professional basketball.18 Durslag added that, "With the encouragement of several
owners in the National Basketball Association, who professed to be his friends,
Saperstein tried to establish an NBA franchise in the city."19. Saperstein's reasons
for wanting to establish a team in Los Angeles were that the Dodgers, who had
moved from Brooklyn in 1958, were flourishing, professional football was also
prospering in Los Angeles, and race tracks were setting attendance records.20 Los
Angeles was an untapped gold mine as far as Saperstein was concerned, and he
wanted to be the one to place an NBA franchise there.
But Saperstein said he was betrayed by the owners when they switched
their allegiance to Bob Short and the floundering Minneapolis franchise. Enraged,
Saperstein "resolved to teach the NBA a lesson."21 He started the ABL in 1961,
featuring teams in eight cities (including Honolulu), with Saperstein serving as the
owner of the Chicago franchise and as the league commissioner.22
33
Durslag also wrote that the NBA hoped the ABL would disappear by next
season, because if it didn't, its chances of landing a national television deal would
be enhanced.23 In 1961-62, the ABL had appeared on regional and local television,
conflicting at times with NBA games on television.24 And since the ABL playoffs
began in mid-March, around the same time as the NBA playoffs began, there was a
chance that they would conflict again on television.25 It was not the situation NBA
owners wanted. They obviously wanted only one product available to the public
on television so that ratings would be strong and revenues would be high. This is
why the owners wished Saperstein and his rival league would just go away.
An NBA executive said he did not envision the ABL landing a network
contract anytime soon because "'it took us 5 years to sell it (the NBA)
nationally.'"26 The same executive said that while the NBA had improved its
standing on television in recent years, the demand still wasn't great. He added,
"'The league is coming up very well, but sponsors still aren't knocking down the
doors to buy it.'"27 This more than any other comment showed the NBA's
prospects in the early '60s. The league was making money, but there was no great
demand for the games. Durslag determined that the NBA received $15,000 for
each nationally televised game during the season, while the ABL received only
$1,000 from local and regional programming.
Saperstein remained undaunted, saying:
Of the thousands of basketball players coming out of college each year,the NBA takes only a handful--maybe 25 or less. This leaves all sorts offirst-class material for us. We definitely have the product in our league. All we need is promotion and exposure.28
34
However, the league never did land the network deal it sought. After the
first season, The New York Times reported that the ABL had lost $1,500,000.29
And with few of the top-name collegians ready to try it, the ABL folded in just a
year-and-a half.30 The NBA then swooped in to sign ABL stars since the league
had folded.31
NBA Changes Networks
However, as the 1961 season ended, the NBA again found itself on shaky
ground with television executives. Prior to the 1962 season, NBC had refused to
renew its contract with the NBA. Supposedly, it was a numbers game: NBA
ratings for Saturday afternoon games dipped to 4.8 (9 million viewers) as
compared to Sunday afternoon NFL ratings of 10.4 (15 million viewers).32 One
big reason for the ratings slip was that the NBA, in planning its schedule before the
season began, placed its three weakest teams--Chicago, Syracuse, and Detroit--on
television a total of 14 times. On the other hand, three of the best teams--Boston,
St. Louis, and Philadelphia--appeared a total of only seven times.33
Before the 1963-64 season began, there were major changes in the NBA.
The Warriors, who had the league's top gate attraction in Chamberlain, moved
from Philadelphia to San Francisco and the Western Conference for $850,000.34
The Chicago Packers, who had joined the league in 1961, changed their name to
the Zephyrs and then moved to Baltimore in midseason to become the Bullets.35
The Syracuse Nationals filled the void in Philadelphia and assumed the name of the
76ers. Now, for the first time, the NBA had all eight of its franchises in major
cities.36 Syracuse owner Biasone alluded to this when he said, "'The area just does
not have enough population to enable a major team to flourish.'"37 When the
35
season began, the league was back on network television thanks to the assistance
of a new commissioner.
Maurice Podoloff, the league's first and only commissioner since 1946, was
replaced by Walter Kennedy. Kennedy had been an NBA publicity man and he
retired from his post as mayor of Stamford, Connecticut, to accept the job of
commissioner. Reportedly, the first question Kennedy was asked in his first
interview for the position was, "Do you think you can get us back on national
TV?"38 Roone Arledge, the president of ABC sports at the time, was looking for
programming that could diminish the ratings of "CBS Sports Spectacular", and
give Arledge's program "Wide World of Sports" a boost with sponsors.
Arledge's idea was to place live programming in competition with CBS' taped
events.39 Hence, a relationship with the NBA was forged.
The league experimented that season, out of necessity, with becoming the
first sports league to air games during prime time on a national level in America.40
The result would be 11 weeks on 60 stations for the NBA to peddle its product, a
move that other sports leagues would no doubt be watching closely.41 ABC paid a
mere $650,000 for the rights annually, which showed how much of a struggle the
league was having on television.42 Ratings crept upward, from a 6.0 in 1965 to an
8.2 in 1968, as basketball began to gain something of a foothold on television (see
Appendix B).
NBA ratings improved as the '60s wore on. It was reported in Advertising
Age that in 1966 there was a 26 percent increase in average audience per minute of
3,964,000 homes.43 The article in Advertising Age stated that ABC touted NBA
telecasts as the most efficient sports buy for advertisers in television.44 Attendance
36
had risen steadily in the previous four years, and in the first four weeks of the 1966
season it jumped 35 percent.45
The NBA expanded in 1966-67, adding a franchise in the potent media
market of Chicago, the Bulls. It was reported in Advertising Age that the Bulls
had already reported several sellouts for their first season.46 Due to all the success
the NBA was enjoying, the league expanded again one year later. In 1967-68, the
NBA added two more expansion franchises, the Seattle Supersonics and the San
Diego Rockets.47 The Knicks moved into a new and larger Madison Square
Garden; seating 19,500, and the Lakers moved into the new 17,500-seat Forum
built by new owner Jack Kent Cooke. In addition, the league's new television
contract with ABC now was worth almost $1 million a year.48
There was also another franchise relocation in the NBA in 1968. Bob
Kerner, the owner of the St. Louis Hawks, had watched as his team struggle
financially while playing in a 9,000-seat arena.49 Kerner was quoted as saying,
"'They (St. Louis) just don't want our product here anymore.'"50 So Kerner sold
his team and the Hawks moved to Atlanta, their fourth home (after Tri-Cities,
Milwaukee, and St. Louis).51
The ABA
The prosperity the league was enjoying was not lost on several outside
observers, who formed a new rival league called the ABA. The ABA established
franchises in major cities that had been spurned by the NBA. Dallas, Denver,
Houston, and Oakland were some of the original members of the 11-team league.
The ABA gained instant credibility when it named NBA legend George Mikan as
the first commissioner and when NBA star Rick Barry signed with the Oakland
37
Oaks.52 According to Leonard Koppett of The New York Times, the ABA also
received equal treatment from newspapers as the NBA.53
As the 1968-69 season began, there were more changes in store for the
NBA, as well as the ABA. Two more expansion teams, the Phoenix Suns and the
Milwaukee Bucks, joined the NBA.54 A coin toss that the Milwaukee Bucks won
ended in the drafting of Lew Alcindor (Kareem Abdul-Jabbar), the most highly
touted rookie in years. The only question was whether the Bucks could sign
Alcindor, because his ABA rights were given to the New York Nets in an effort to
boost the league's prime market.55
The signing of Alcindor would have been a major coup for the ABA and a
major loss for the NBA, but Alcindor was offered more money initially by the
Bucks and he opted to play in the NBA. Newsweek saw the failure of the ABA to
sign Alcindor as a potential death knell for the league.56 An article called "Bleak
House" stated that, "Alcindor had been the basis for ABA dreams of large
crowds,television revenues and respectability. Without him, the league remains
distinctly minor--and its leaders loud and bitter."57
Mikan resigned in July of 1969, and Jack Dolph succeeded him.58 Dolph
was a director of sports for CBS before his hiring, and ABA officials made no
secret that was one of the reasons why Dolph was hired. Jim Gardner, president of
the ABA and owner of the Carolina Cougars said, "'Jack will be out to sell our
league in TV, merchandising, new franchises and radio.'"59 Writer Sam Goldaper
noted that "The A.B.A. considers a television contract vital to its existence and the
hiring of Dolph . . . may be the answer to one of their chief problems."60
38
Dolph did succeed in getting the ABA All-Star Game to be televised
nationwide, and it was held in Indianapolis in front of a crowd of over 11,000
people.61 However, the season's real story was in the NBA, where the Knicks,
seemingly overnight, had become championship contenders. Finally, the NBA's
marquee team was ready to lead them in the television age.
The Knicks Become Winners
The NBA had struggled in New York since the early 1950s. Then, during
the 1969-70 season, the Knicks captured the attention of basketball fans and the
national media. Lawrence Shainberg wrote about the Knick phenomenon in "A
Fan's Notes on the Amazing Knicks", which appeared in The New York Times
Magazine. Shainberg wrote that "The media, because they are a New York team,
and because the Mets excitement has left them with a lot of unattached
superlatives, are scrambling after them in frenzy."62 This sentiment was echoed in
"You Gotta Have Heart" in Newsweek, when it was written that, "The first 100
games had included . . . unprecedented national exposure--aided mightily by New
York's enormous concentration of media--that had given pro basketball itsbrightest
image ever."63 Shainberg added that there were feature stories being prepared by
every national magazine, all the TV networks, most of the local TV stations.64
There were also four books being written and two more in negotiation.65
Shainberg added that the Knicks' appeal to the fans was that, "In a game of
individuals, they are a community."66 The Knicks culminated the season with a
championship, and soon writers began pondering if basketball was going to
become the "Sport of the '70s."
39
1. James Tuite, "From Playing Field to Announcing: Then and Now," The New York Times 11Aug. 1963, Sect. 2, p. 13.
2. ibid, p. 13.
3. Roone Arledge, "It's Sport, It's Money, It's TV," Sports Illustrated 25 April 1966, p. 103.
4. ibid, p. 103.
5. "Breaks in the Game," Newsweek 5 June 1967, p. 66.
6. Richard L. Tobin, "Time Outs and Other Nonsense in TV Sports," Saturday Review, 9Dec. 1967, p. 58.
7. William Johnson, "TV Made It All A New Game," Sports Illustrated 22 Dec. 1969, p. 88.
8. ibid, p. 88.
9. ibid, p. 92.
10. ibid, p. 92.
11. ibid, p. 92.
12. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianaoplis: Masters Press,1996), 96.
13. ibid, p. 96.
Conclusion
The 1960s had started poorly for the NBA, but by the end of the decade
the league was enjoying its greatest national recognition. However, the NBA was
expanding too rapidly, and with a rival league the talent base was spread too thin.67
Costs soared but revenues didn't, and while professional basketball in new markets
would be a tremendous asset a decade later, it was a huge burden during the
1970s.68 The league would endure a dark decade, falling so far that the NBA
Finals would be pushed into the nether regions of televised sports--tape-delay. It
would not be until the 1980s that the league could reverse itself on the tube, and
with it change its image completely.
Notes
40
14. ibid, p. 96.
15. ibid, p. 96.
16. ibid, p. 96.
17. Melvin Durslag, "Keeping One Eye on the Basket, the Other on TV," TV Guide 24 March1962, p. 4.
18. ibid, p. 4.
19. ibid, p. 4.
20. ibid, p. 4.
21. ibid, p. 4.
22. ibid, p. 5.
23. ibid, p. 5.
24. ibid, p. 5.
25. ibid, p. 5.
26. ibid, p. 5.
27. ibid, p. 5.
28. ibid, p. 5.
29. "$1,500,000 Lost By A.B.L.," The New York Times 13 April 1962, p. 45.
30. Zander Hollander (ed.), & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 83.
31. "NBA May Try To Sign ABL Stars," The Washington Post 2 Jan. 1963, p. A21.
32. William Leggett, "Growing to Greatness", Sports Illustrated 29 Oct. 1962, p. 41.
33. ibid, p. 41.
34. "Wilt & Warriors Move to S.F. for $850,000," Los Angeles Times 24 May 1962, Part III,p. 1.
35. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 88.
36. ibid, p. 88.
41
37. Michael Strauss, "N.B.A. Approves Syracuse Shift," The New York Times 23 May 1963,p. 45.
38. Bert Randolph Sugar, The Thrill of Victory (New York: Hawthorn Books, 1978), 122.
39. ibid, p. 123.
40. William Leggett, "The NBA Gets A New Image," Sports Illustrated 28 Oct. 1963, p. 31.
41. ibid, p. 31.
42. Benjamin G. Rader, In Its Own Image: How Television Has Transformed Sports (NewYork: The Free Press, 1984), 147.
43. "Basketball Waits in Wings to Fill in Broadcast Sports Scene After Jan. 1," AdvertisingAge 21 Nov. 1966, p. 3.
44. ibid, p. 4.
45. ibid, p. 4.
46. ibid, p. 4.
47. The Associated Press, "Team Will Start in 1967-68 Season," The New York Times 21Dec. 1966, p. 50.
48. Zander Hollander (ed.), & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 100.
49. ibid, p. 104.
50. The Associated Press, "St. Louis Losing Hawks to Atlanta," The Washington Post 4 May1968, p. D2.
51. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Press, 1989), 104.
52. ibid, 100.
53. Leonard Koppett, "The New League: Early Evaluation," The New York Times 26 Nov.1967, p. S3.
54. "Milwaukee and Phoenix Obtain N.B.A. Franchises For Next Season," The New YorkTimes 23 Jan. 1968, p. 30.
55. Zander Hollander (ed.), & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 106.
56. "Bleak House," Newsweek 14 April 1969, p. 98.
42
57. ibid, p. 98.
58. Sam Goldaper, "Dolph, a TV Sports Executive, Named Commissioner of A.B.A.," TheNew York Times 30 Oct. 1959, p. 61.
59. ibid, p. 61.
60. ibid, p. 61.
61. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 113.
62. Lawrence Shainberg, "A Fan's Note on the Amazing Knicks," The New York TimesMagazine 25 Jan. 1970, 34.
63. "You Gotta Have Heart," Newsweek 18 May 1970, p. 93.
64. Lawrence Shainberg, "A Fan's Note on the Amazing Kincks," The New YorkTimes Magazine 25 Jan. 1970, p. 34.
65. ibid, p. 34.
66. ibid, p. 38.
67. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 116.
68. ibid, p. 116.
43
CHAPTER 4THE 1970s: A DECADE OF UNFULFILLED EXPECTATIONS
The New York Knicks had finally focused national attention on the NBA,
and as the 1970s started, there was optimism that the league would finally find its
niche in television. NBA ratings had been climbing steadily since the league had
signed its contract with ABC, and the NBA finally had a winner in New York.
There were new stars and better athletes than there had ever been before, but the
NBA seemed to be expanding too rapidly for its own good.
The league expanded for the third time in three years in 1970, with the
addition of Buffalo, Cleveland, and Portland. In addition to the 11 teams in the
ABA, this dilution of talent would hurt the league through much of the decade. By
the end of the 1970s, the NBA and ABA would merge, but the league's image
would be tarnished. The NBA would become so unattractive to television viewers
that by the end of the decade the Finals would languish on tape-delay, only to be
seen by basketball's true fans. Thus, a decade of promise deteriorated into a
decade of unfulfilled expectations.
Expansion
The NBA expanded in 1970 to include three new teams in Buffalo,
Cleveland, and Portland. The Cincinnati Royals moved to Kansas City in 1972
because of poor attendance.1 New Orleans became the eighteenth team in 1974-
75, as the franchise's owners paid a hefty $6.15 million to NBA owners.2
However, writers saw these moves as overexpansion, that diluted the talent in the
game. Joseph Durso of The New York Times noted that the challenge of new
44
leagues in basketball, football, and hockey added to the problems.3 Durso
addedthat matters were worsened when money began pouring into sports from
television.4 This only added to the problems the league would be facing at the end
of the decade.
"The Sport of the 1970s"
The 1970s started well enough, with the NBA enjoying new attention
courtesy of the Knicks' championship. William Marsano of TV Guide went as far
as predicting that the game would become the sport of the '70s, much the same as
football had been the sport of the '60s.5 The big reason was television. It was
argued that basketball was a more attractive television commodity because it was a
game of constant motion.6 There was finesse and skill, as well as the occasional
touches of power, the ball was easily visible, and basketball games were never
rained out.7
The assimilation of college players into the NBA ranks was cited as another
reason for the league's growth potential because fans would have an interest in
following their favorite players in the pros. Also, the NBA contract for ABC was
worth only $3 million in 1969. Baseball, in contrast, cost $16.5 million and the
NFL cost CBS about $22 million--each for one season.8 This meant that ABC had
made a bargain in purchasing the rights to the NBA, considering the league's
steady ratings. But Durslag saw potential problems the league would have to
overcome to become a major league. Among these problems were erratic
officiating, agonizingly long road trips, small arenas, and the NBA's expansion
plan. These problems, as well as the threat of a merger with the ABA, were seen
as potential cripplers. Of course, all of these problems were related to television,
45
where the fans could see for themselves the quality of arenas, officiating and play
between two road-weary teams. Durslag's concerns would become prophetic as
the NBA experienced a difficult decade on television.
Commissioner Walter Kennedy openly discussed the impact television had
on the NBA in the TV Guide article, "They'll Move on to Athens . . . If They Ever
Get Cleveland Straightened Out." In the article Kennedy predicted that "in 10
years the NBA will have four teams in Europe playing full schedules."9 This,
Kennedy said, would be possible only through television, the same way Americans
picked up the jump shot and behind-the-back dribble when the NBA was first
broadcast in 1952.10 Kennedy also discussed how the league's ratings had
improved its standing with ABC.
In 1972, John Carol refuted the claim that basketball would be the "Sport
of the '70s," in "TV Talk" in Sports Illustrated. Carol cited that football ratings
had improved by 10 percent since 1971, while basketball ratings, despite a slight
increase, had slipped relative to other attractions.11 Carol noted that there was a
thin profit margin for ABC's NBA telecasts, and he wrote that the network was
considering adjustments to change that. Regional coverage was a possibility, since
it had worked so well for football, but the costs go up with each game added.
Carol also contrasted the NBA's television problems with college basketball's
booming ratings. He also wrote there was another development in basketball
punctured the myth of it becoming the sport of the decade. That came when the
ABA had to cancel a series it had planned amongst four of its best franchises--
Carolina, Indiana, Kentucky, and Virginia.12 The reason given for the cancellation
was a lack of sponsors.13
46
Criticisms of Coverage
As the 1970s began, ABC began to come under fire for what some saw as
its less-than-spectacular presentation of the NBA. This problem would persist
throughout the decade, even as the NBA changed networks. Frank Deford, in "TV
Talk" in Sports Illustrated, wrote in 1971 that, "It is unlikely that sport has ever
been presented so dismally in prime time as it was in this year's coverage of the
NBA championships on ABC."14 Chris Shenkel, ABC's play-by-play man, was
criticized by Deford for his failure to appreciate the nuances of the game.15 Deford
also criticized ABC for its halftime shows, of which he wrote, "Since ABC offered
nothing innovative or imaginative to fill these voids, the result was a series of
dreary courtside exchanges, many in the form of congratulations and compliments
from people like the NBA commissioner and various club owners."16
Deford also wrote that ABC's mistake was that it covered an NBA game
the same way it covered a football game. This was the same criticism Roone
Arledge had made a few years earlier in an article he had written in Sports
Illustrated. Deford, like Arledge, believed that covering basketball in the same
way as football was a mistake because they were two different games. Because
much of what happened in basketball occurred away from the ball, it was important
in Deford's mind that ABC provide the necessary insight into the game's subtleties.
Instead, Deford wrote that neither ABC's announcers nor cameras were
able to isolate the important phases of the game, and that replays were used only to
second-guess officials rather than "capture the grace and precision of the
performers."17 Dave Kindred agreed with Deford's assessment about the subtleties
of the game being lost in television in an article in The Washington Post called,
47
"Tube Boob Can't Cope With NBA; Subtleties Too Rich for TV." Kindred added
that too much happened too quickly during the course of a game, and the speed at
which the game was played did not allow for much reflection.18
At the end of the 1973-74 season, CBS and the NBA agreed to a 3-year,
$27 million contract (see Appendix B). ABC, which had nurtured the NBA back
to respectability, was outraged. The network took the NBA to court but lost,
charging that the NBA had not negotiated "in good faith".19 Arledge shot back by
counterprogramming his "Wide World of Sports" on Sunday against CBS' NBA
telecasts.20
The NBA may have changed networks, but the criticisms of network
coverage persisted. William Leggett commented on what observers felt was CBS'
mishandling of NBA telecasts in an article called, "Slam-Dunked By the Ratings" in
Sports Illustrated. Leggett wrote that NBA telecasts had become an "unpleasant
exercise" with the playing of so much loud music, the hiring and firing of so many
announcers that viewers got no feeling of stability; a pregame show that consisted
of mini-teams of celebrities and active and former NBA players competing against
each other; and a halftime show called "Horse".21 Even NBA players such as Bob
Lanier agreed that there should have been a continuity of announcers, so fans could
relate to them.22
John Papanek also criticized CBS' coverage of the NBA in a Sports
Illustrated article called, "There's An Ill Wind Blowing for the NBA." Papanek
indicted CBS for "treating its telecasts as little more than a bridge between a
refrigerator race and a golf tournament"23 Papanek also criticized the network for
televising a slew of regional games instead of one big national game, thus
48
fragmenting the ratings even further. He also wrote that CBS had erred by billing
games as players against players rather than teams, such as "Dr. J vs. Rick Barry",
and "David Thompson vs. Pistol Pete."24 Also, according to Papanek, there was
too much attention focused on the slam dunk, with replay after replay
demonstrating the action.25 Papanek also agreed with Leggett's observation that
CBS' halftime shows were devoted to slamdunk or Horse contests and needed to
be replaced.26
CBS Struggles to Improve Coverage
The NBA took notice of the criticism and managed to persuade CBS to
eliminate its halftime show and replace it with human-interest shows about the
players.27 There also was a possibility that CBS would start televising a single
national game on Sunday afternoons. CBS also tried to reverse the NBA's
declining ratings with a variety of adjustments.
William Leggett reported in "Basketfuls of Information" in Sports
Illustrated that the network first hired a reporter named Sonny Hill to cover the
league on a full-time basis.28 CBS also put microphones and cameras on team
huddles to allow viewers to see and hear coaches at work.29 Leggett reported that
those attempts to present the game were for the most part unsuccessful, but it
proved that CBS was on the right track.30 Leggett also analyzed CBS' latest move
to improve its coverage, a halftime segment called "Red Auerbach on Roundball",
featuring the legendary Celtic coach. Auerbach's task, according to Leggett, was
to: 1) strive to educate CBS' viewers about the complexities of the pro game,
2) attempt to teach young players how to improve their games, 3) subtly introduce
audiences to an all-star team based on Red's criteria on facets of the game such as
49
screening and passing.31 Leggett went on to blame CBS' low ratings for the NBA
on its announcers, former greats Elgin Baylor and Oscar Robertson, whom he
called "less than brilliant".32
In 1977, the NBA mounted a short-lived comeback in the ratings
department. NBA telecasts on CBS went head-to-head with college basketball
telecasts on NBC. William Leggett, in "Bushels of Baskets on Sunday" in Sports
Illustrated, wrote that the early returns showed that CBS was winning the ratings
war.33 Leggett wrote that one of the reasons for the NBA's good showing was that
its recent contract with CBS was the most liberal ever between a network and
a major league.34 This was because CBS was able to regionalize its telecasts (up to
six games on Sundays), or run one national game if it felt the matchup warranted
national coverage.35 CBS also could stage doubleheaders and switch from a one-
sided game to a close one. Leggett speculated that all of those changes would
preclude the network showing any meaningless games that had been scheduled far
in advance.36
Ratings Decline
However, the ratings improvement did not last long, because just one year
later, NBA ratings had plummeted. Leggett reported that after the 1977 NBA
Finals between Philadelphia and Portland had achieved record NBA ratings, CBS
had seen a sharp decline in 1978.37 The results were seen in the 1978 NBA Finals,
when ratings declined 22 percent.38
Leggett also noted that certain observers predicted that if ratings did not
rise sharply in the next season, professional basketball could go the way hockey did
on NBC and the NBA may eventually have found itself without a lucrative
50
television contract.39 Leggett also cited as an example of NBA problems the fact
that the CBS affiliate in Atlanta, WAGA-TV, did not carry any NBA games and
hadn't for the previous five years.40 This occurred despite the fact the city had an
NBA franchise in the Atlanta Hawks.
Leggett also noted that in a Variety issue that listed the top 730 rated
shows from September 1, 1977 to August 31, 1978, sports took four of the first
five spots and six of the top nine. However, the deciding game of the NBA Finals
tied for 442nd with such forgettable shows as Peter Lundy & the Medicine Hat
Stallion, The Hostage Heart, and Country Night of the Stars.41 The next-highest
NBA prime-time playoff game was only 619th.42 The merger was supposed to
give the NBA new life by adding new stars and raising the quality of play.
However, as the 1970s drew to a close, the NBA was in desperate trouble
on television. By the late 1970s attendance for NBA games had plummeted, as
had the league's television ratings. Ratings for NBA telecasts were down 26
percent from the previous year.43 Things were so bad for CBS that the first
regular-season telecast was beaten soundly by everything the other networks had
to offer, such as boxing (ABC) and college basketball (NBC).44 Leggett and other
writers offered several reasons for the NBA's declining television fortunes.
Leggett first cited that in five of the nation's major television markets--New
York, Chicago, Los Angeles, San Francisco, and Boston--the teams were either
"dull and faceless" or not contenders.45 He added that the sixth, Philadelphia, had a
troubled season and was eliminated before the playoffs ended.46 Critics posed that
one reason for the poor ratings was that there were weak teams in the major media
markets. This was especially damaging when those markets were already saturated
51
with local teams in high school and college basketball. The NBA tried to assist
CBS by allowing the network to choose any game it wanted to broadcast, but too
often it was small market teams like the Portland Trail Blazers that were in the
playoffs or won the championship.47
The argument was valid to an extent, because pro football had taken off
after the New York Jets won the Super Bowl. However, in the years since then,
the Jets and the New York Giants had struggled while the NFL remained popular.48
This occurred at the same time as the Knicks' fortunes had declined, and the NBA's
television fortunes declined with them. Leggett also cited criticism from observers
that there was a basic flaw in the structure of the game which allowed the casual
viewer to enjoy the essence of any NBA game by simply watching the game's final
two minutes.49 This was the same criticism the NBA had faced since the 1960s,
when Roone Arledge attempted to refute it in another
Sports Illustrated article. Benjamin Rader also cited this criticism in his book, In
Its Own Image: How Television Has Transformed Sports.
Leggett added that it seemed that there was too much basketball on
television. NBC aired Saturday college doubleheaders, and on Sundays CBS
carried NBA doubleheaders.50 Also, most independent stations aired both local
professional and college games.51 This resulted in CBS trying something new to
pull up its ratings. The first two games of the 1978 Conference Finals were aired
at 11:30 p.m. Eastern Standard Time to test the waters.52 However, the problems
ran deeper than network competition and lack of interest in the large market teams.
The NBA was also suffering from image problems.
NBA Image Problems
52
The NBA's decline on television resulted in the rehashing of old questions
about the league's problems. Writers began calling for the league to shorten its
season, since televised games were being oversaturated with poor performances.
For example, Al Stump cited the poor play of the Los Angeles Lakers in a
nationally televised blowout loss to the Bucks during the 1972-73 season in an
article called, "Did You Ever See A Dream Walking?" Stump added that "within
today's 17-team, country-beating schedule, poor play is frequent."53 According to
Sam Goldaper, the players were also critical when it came to the league's
scheduling of televised games. One player, Bob Lanier, said that college games
aired on television were usually the best ones of the week. He also said that it was
"unfair and improper" to put a Sunday afternoon game on with tired players. This
was because of teams having to play a game on Saturday and then travel for an
afternoon game the following day. This resulted in a poor product.54 Stump's
solution, of course, was to call for the NBA to shorten its schedule.
Dave Kindred agreed that the NBA season was too long. He wrote that
with 82 regular season games, a single game was rendered meaningless in the
overall scheme of the season.55 Kindred also reasoned that if no one watched the
NBA during the regular season, why would they watch the playoffs.56 Like others
before him, Kindred felt that a 60-game season would make the games more
interesting and dramatic for viewers to watch. John Papanek also believed that the
season was too long, and that with so many teams, a team could play a different
team each night, greatly reducing the prospect of a rivalry. The times when a Wilt
Chamberlain would battle a Bill Russell 10 times a year were gone, so there was
53
very little drama left in the season.57 These were just some of the reasons critics
tried to come up with to explain the league's shortcomings on television.
There was also the belief that escalating player salaries and increased player
movement was adversely affecting the NBA on television. Melvin Durslag wrote
in a TV Guide article called, "Masters of the Fast Break", that several players were
moving constantly and thus fans were left having to identify with new players from
season to season. As an example, he cited that Kareem Abdul-Jabbar had decided
he no longer wanted to play for Milwaukee in 1975, and he was traded to the
Lakers for four players.58 Durslag also noted that the owners were paying players
and coaches outrageous salaries that, when coupled with player gripes, served to
further alienate fans.59 This alienation was believed to have affected even TV
viewers.
It was confounding for Durslag to see that the league was in decline at a
time when the game was being played with more skill than ever before.60 Julius
Erving felt he had been promised a salary increase form Nets' owner Roy Boe, but
when Boe refused to pay Erving demanded to be traded. So Boe traded him to the
Philadelphia 76ers for the hefty price of $3 million for five years.61 This situation
was indicative of the theory that NBA players were too greedy. Despite the
problems, the NBA was able to re-sign with CBS in 1976 for two years and $21
million (see Appendix B).
Benjamin Rader wrote that among the problems the league had players
were so big and blessed with such offensive skills that scoring became too easy.62
When the NBA allowed for more physical contact to combat this, the league
54
suffered to find the right balance between finesse and physicality.63 There was also
criticism that race played a factor in the NBA's problems.
The NBA in 1978-79 was almost 75 percent black, and John Papanek
speculated that could be a reason for the league's poor showing on television.64
Rader made the same assessment in his book, In Its Own Image: How Television
Has Transformed Sports. Seattle player Paul Silas, also the president of the
Players' Association, argued that whites generally looked disfavorably on blacks
who were making large amounts of money if it appeared they were not working
hard to make that money.65 Golden State coach Al Attles said that many people
when describing the NBA style of play had called it "undisciplined", which led him
to believe the finger was being pointed at a specific group of people. Whatever the
reason, the NBA had a major image problem in the late 1970s, one that
Commissioner O'Brien sought to change by hiring an outside agency to handle the
NBA's public relations.
In 1979, Sam Goldaper wrote in The New York Times about the changes
players had requested in light of the NBA's declining attendance figures and
television ratings.66 Representatives of the league's 22 teams met and argued that
there was a need for better officiating and improved training of officials. Goldaper
reported that the President of the Players' Association said that instant replays on
television were showing the number of calls officials missed. He felt that this left
the fan with the feeling that the game was being totally dominated by the officials,
and the players wanted that concept to change.67
55
ABA
The ABA was enduring some difficult times of its own, and the upstart
league would not finish the decade. First, Jack Dolph, the former television
executive whom the league had hired to secure a network contract, resigned on Jun
3, 1972. Dolph said it was because of the impending merger between the two
leagues.68 The Times reported that Dolph had succeeded in lifting the league to
respectability.69 Leonard Koppett of The New York Times argued that the ABA
failed to land a network television deal because of its demographic problems.
Specifically, Koppett wrote that the ABA had only one of its teams--the New York
Nets--in a major media market.70 He contrasted this with the fact that major league
baseball, the NFL, and the NBA had all of their teams in the major markets.71
Koppett wrote that without the major markets, there was little to induce television
outlets in those markets to carry the games.72 In effect, Koppett said that if ABA
teams did not move into larger cities, than the league would die.73
Frank Deford cited the league's inability to establish teams in major cities as
a primary reason the ABA failed to secure a national television contract.74 The
ABA hired seven commissioners during its short history, all served with trying to
create a merger with the NBA or to obtain a national television contract.75 None of
the commissioners succeeded, except for the last one, Dave DeBusschere. Unable
to land a successful television contract, the ABA watched as two of its most
successful teams, New York and Denver, applied for membership in the NBA on
September 24, 1975.76 The remaining teams in the league applied for member ship
on October 21st of that year.77
56
Bob Wussler, president of CBS, renegotiated a new television contract with
the NBA that would give the league $21 million in the first two years and $22
million for the final two years.78 The network also offered the NBA an additional
$5 million as an incentive if up to four new franchises from the ABA were accepted
by the NBA.79 Wussler said that there were certain ABA teams that CBS would
have liked to see in the NBA.80 He cited in particular the Denver Nuggets with
David Thompson, and the New York Nets with Julius Erving.81 Wussler also said
that he felt the problem with the NBA ratings was that the "'superstars weren't super
enough and the super teams did not play up to expectations'".82 Wussler added that
he did not feel that the ABA was strong enough by itself to warrant a television
contract.83 Goldaper noted that regular-season ratings for the NBA were down 28
percent and between 10 and 15 percent for the playoffs.84
On June 18, 1976, NBA owners voted 17-1 to merge with the ABA.85 The
Denver Nuggets, Indiana Pacers, New York Nets and San Antonio Spurs all joined
the league.86 The remaining teams were disbanded, with all of their players entering
the NBA's dispersal draft.87 Also, the incoming ABA teams were not allowed to
share in the network television deal for the next four years.88 However, when CBS
and the NBA renegotiated their contract for the 1978-79 season, the ABA teams
were allowed to share in it, despite the fact they would receive only $116,000 a year
for the first two years of a four-year, $74 million contract.89 In the final two years
of the contract, the four teams would share equally with the rest of the NBA.90 As
compensation for entering the same market as the Knicks, the New York Nets were
forced to pay the Knicks an additional $4 million.91
57
1. United Press International, "Cincinnati NBA Team Going to Kansas City," The ChicagoTribune, 15 Mar. 1972, Sect. 3, p. 6.
2. Bob Logan, "New Orleans gets N.B.A. Franchise," The Chicago Tribune 8 Mar. 1974,Sect. 3, p. 1.
3. Joseph Durso, "Overexpansion Continues to Haunt N.B.A. and N.H.L.," The New YorkTimes 13 July 1977, p. A15.
4. ibid, p. A15.
5. William Marsano, "Will It Be the Game of the 1970s?" TV Guide 4 April 1970, p. 14.
6. ibid, p. 15.
7. ibid, p. 15.
Conclusion
The 1970s was a decade of regression for the NBA's television fortunes.
The success of the Knicks pumped life into the league, and great things were
expected. But the battles with the ABA and the retirement of NBA stars and the
rapid expansion diluted the talent and the interest in the game. Then, when the two
leagues finally did merge, the league was faced with more teams and fewer
matchups between historic rivals for the season. There was also alienation of
television viewers due to the quality of play and the fact that fans were unable to
identify with the players. Finally, there was criticism of the way CBS handled NBA
telecasts, as well as the charge that the league was "too black" for White America to
embrace it. It all added up to poor ratings, so poor that in 1977-78 the decisive
championship game of the NBA was rated 442nd, while the World Series and the
Super Bowl took six of the top nine spots on prime time television.92 The NBA
would continue to flounder into the early 1980s, until new stars, and two old
championship rivals, would save the league again.
Notes
58
8. ibid, p. 15.
9. Walter Kennedy, "They'll Move To Athens . . . If They Ever Get Cleveland StraightenedOut," TV Guide 6 March 1971, p. 54.
10. ibid, p. 55.
11. John Carol, "TV Talk," Sports Illustrated 13 Mar. 1972, p. 9.
12. ibid, p. 9.
13. ibid, p. 9.
14. Frank Deford, "TV Talk," Sports Illustrated 24 May 1971, p. 16.
15. ibid, p. 16.
16. ibid, p. 16.
17. ibid, p. 16.
18. Dave Kindred, "Tube Boob Can't Cope With NBA; Subtleties Too Rich ForTV," The Washington Post 3 June 1979, p. G1.
19. "C.B.S., N.B.A. Agree; A.B.C. Doesn't," The New York Times, 9 Mar. 1973, p. 32.
20. Bert Randolph Sugar, The Thrill of Victory (New York: Hawthorn Books, 1978), 124.
21. William Leggett, "Slam Dunked By the Ratings," Sports Illustrated 16 Oct. 1978, p. 67.
22. Sam Goldaper, "N.B.A. Players Are Requesting Sweeping Changes," The New YorkTimes 8 Feb. 1979, p. D18, col. 3.
23. John Papanek, "There's An Ill Wind Blowing for the NBA," Sports Illustrated 26 Feb.1979, p. 21.
24. ibid, p. 27.
25. ibid, p. 27.
26. ibid, p. 27.
27. ibid, p. 27.
28. William Leggett, "Basketfuls of Information," Sports Illustrated 9 Feb, 1976, p. 48.
29. ibid, p. 48.
30. ibid, p. 48.
59
31. ibid, p. 48.
32. ibid, p. 48.
33. William Leggettt, "Bushels of Baskets on Sunday," Sports Illustrated 31 Jan. 1977, p. 37.
34. ibid, p. 37.
35. ibid, p. 37.
36. ibid, p. 37.
37. William Leggett, "Slam Dunked By the Ratings," Sports Illustrated 16 Oct. 1978, p. 67.
38. ibid, p. 67.
39. ibid, p. 67.
40. ibid, p. 67.
41. ibid, p. 67.
42. ibid, p. 67.
43. John Papanek, "There's An Ill Wind Blowing for the NBA," Sports Illustrated26 Feb. 1979, p. 20.
44. ibid, p. 20.
45. William Leggett, "Slam Dunked by the Ratings," Sports Illustrated 16 Oct. 1978, p. 67.
46. ibid, p. 67.
47. Benjamin G. Rader, In its Own Image: How Television Has Transformed Sports (NewYork: The Free Press, 1984), 148.
48. John Papanek, "There's An Ill Wind Blowing for the NBA," Sports Illustrated 26 Feb.1979, p. 20.
49. William Leggett, "Slam Dunked By the Ratings," Sports Illustrated 16 Oct. 1978, 67.
50. ibid, p. 67.
51. ibid, p. 67.
52. ibid, p. 67.
53. Al Stump, "Did You Ever See A Dream Walking?" TV Guide 21 April 1973, p. 25.
60
54. Sam Goldaper, "N.B.A. Players Are Requesting Sweeping Changes," The New YorkTimes 8 Feb. 1979, p. D18, col. 3.
55. Dave Kindred, "Tube Boob Can't Cope With NBA; Subtleties Too Rich for TV," TheWashington Post 3 June 1979, p. G1.
56. ibid, p. G1.
57. John Papanek, "There's An Ill Wind Blowing for the NBA," Sports Illustrated 26 Feb.1979, p. 21.
58. Melvin Durslag, "Masters of the Fast Break," TV Guide 27 March 1976, p. 21.
59. ibid, p. 21.
60. ibid, p. 21.
61. Pete Axthelm, "Why Pro Basketball is Sick," Newsweek 22 Nov. 1976, p. 87.
62. Benjamin G. Rader, In its Own Image: How Television Has Transformed Sports (NewYork: The Free Press, 1984), 148.
63. ibid, p. 148.
64. John Papanek, "There's An Ill Wind Blowing for the NBA," Sports Illustrated 26 Feb.1979, p. 27.
65. ibid, p. 22.
66. Sam Goldaper, "N.B.A. Players Are Requesting Sweeping Changes," The New YorkTimes 8 Feb. 1979, p. D15.
67. ibid, p. D18, column 3.
68. "Dolph, Head of A.B.A., To Step Down in Fall," The New York Times 3 June1972, p. 25.
69. ibid, p. 25.
70. Leonard Koppett, "A.B.A. Flunks its Demography Test," The New York Times 26 May1974, Section 5, p. 1.
71. ibid, p. 1.
72. ibid, p. 3, column 1.
73. ibid, p. 3, column 1.
74. Frank Deford, "One Last Hurrah in Hyannis," Sports Illustrated 28 June 1976, p. 64.
61
75. Sam Goldaper, "DeBusschere to Head A.B.A.," The New York Times 15 May 1975, p.S5.
76. The Associated Press, "ABA Teams Apply for NBA Switch," The Washington Post 21Oct. 1975, p. B1.
77. ibid, p. B1.
78. Sam Goldaper, "N.B.A. Gets Merger 'Spur'," The New York Times 25 May 1976, p. 30.
79. ibid, p. 30.
80. ibid, p. 30.
81. ibid, p. 30.
82. ibid, p. 30.
83. ibid, p. 30.
84. ibid, p. 30.
85. David DuPree, "NBA Owners Vote 17-1 to Merge With ABA," The Washington Post 18June 1976, p. D1.
86. ibid, p. D1.
87. ibid, p. D1.
88. ibid, p. D1.
89. Sam Goldaper, "Boe Gets Windfall From TV," The New York Times 5 May 1978, p. A19.
90. ibid, p. A20.
91. Frank Deford, "One Last Hurrah in Hyannis," Sports Illustrated 28 June 1976, p. 64.
92. Benjamin G. Rader, In Its Own Image: How Television Has Transformed Sports (NewYork: Free Press, 1984), 147.
62
CHAPTER 5THE 1980s: A DECADE OF PROSPERITY
The 1970s were a disappointing decade for the NBA on television. Instead
of advancing, which the league felt it would after the Knicks championship in 1970,
the NBA suffered a setback on television. Despite the fact CBS had re-signed with
the NBA for the league's most lucrative television contract to date in 1978, and
despite the fact the ABA and NBA had finally merged, the league was still
struggling with its image problem. NBA regular season games were consistently
avoided by television viewers, and the playoffs, once the only games viewers
watched, were ignored as well.1 Even the NBA Finals felt the chill; the decade
ended with the Washington Bullets and Seattle Supersonics battling for a title on
tape-delay.2 The NBA did not reverse this trend until the mid-'80s, and it was due
to several factors that the NBA was able to right itself on television.
Bird and Magic
The reversal in NBA fortunes did not come instantly though, it was a
gradual process that started with the arrival of Larry Bird and Magic Johnson in
1979. Bird had been drafted in 1978 by the Celtics, and when he left Indiana State a
year later he signed with the legendary franchise that had recently fallen on hard
times.3 Johnson had completed his sophomore season at Michigan State when he
declared his intentions to enter the NBA draft. He was drafted first by the Lakers,
and Boston and Los Angeles became league powers again.
63
Bird and Johnson had proven their television potential in the 1979 NCAA
finals, when the two faced off for the championship. The result was the highest
rated championship game ever, despite the increased media hype in subsequent
years.4 The pair proved their worth in the NBA as well. Bird lifted the Celtics to a
61-21 record in 1979, a 32-game improvement over the previous season.5 His
contributions earned him Rookie-of-the Year honors for that season.6 Johnson did
not hit his stride until the playoffs, when, while subbing for an injured Kareem
Abdul-Jabbar at center, he scored 42 points, had 15 rebounds, and 7 assists as the
Lakers won the championship over Philadelphia.7 Johnson became the first rookie
ever to be named NBA Finals MVP, and the Bird-Johnson era had begun.
However, few noticed Johnson's performance until the following day,
because CBS had again decided that the game would be aired on tape-delay outside
of Philadelphia and Los Angeles. This caused much consternation for the NBA.
The league's regular-season ratings were not spectacular either. The NBA had a
regular-season rating of 6.4 during 1980, compared with an 8.2 average for college
games and 7.4 for The Superstars on NBC.8
The NBA Makes Changes
The problem with the television schedule was so great that the NBA and
CBS compromised before the 1981-82 season. For that year, the NBA would start
its season three weeks later than usual and CBS would guarantee to televise all of
the championship games live.9 The late season start meant the Finals would not
begin until June, when the May sweeps were over.10 Also, the NBA would avoid
competing head-to-head with the World Series by virtue of its later start.
64
The league was also intent on changing its image, and this involved changing
some of its more puzzling rules.11 Thomas Rogers in "N.B.A. Eliminates Bonus
Free Throws" in The New York Times, reported that the rule changes were made "in
an effort to speed up the game."12 Before the 81-82 season started, the NBA ruled
that a free-throw shooter could no longer take three free throw to make two, or two
to make one.13 Fouling in the backcourt wouldbe treated as a common foul, which
would encourage the college strategy of the full-court press.14 Bruce Newman
wrote in "The NBA Goes Back to School" in Sports Illustrated that this style of
basketball was seen as more enthusiastic and more fun to watch for the fans.15 The
NBA also instituted the "illegal defense" rule, which would prevent teams from
double-teaming a player before he received the ball. This rule change allowed
athletes like Dr. J and David Thompson more room to take their defender off the
dribble and create more crowd-pleasing moves.16
However, the old criticisms of what was wrong with the NBA were not
entirely eliminated. There remained the speculation that the season needed to be
shortened to 60 games to allow NBA teams to deliver the highest quality of
basketball to the public.17 In addition, with the playoffs starting later than ever, the
season would become interminable. As always in the NBA, new solutions did not
always answer all of the league's critics.
One way CBS sought to answer the interminable season criticism was to
greatly reduce the number of NBA regular-season telecasts. In 1982-83, CBS
reduced the number of regular-season telecasts from 18 the previous year to 4.18
CBS officials' reason for limiting the telecasts was also practical. Cable television
was carrying a large number of regular-season games, and CBS executives felt the
65
public was being oversaturated with telecasts. The 1979-80 season had seen the
league sign its first deal with a cable network, USA, for 3 years and $1.5 million
(see Appendix B). In 1982-83, USA shared those rights with ESPN for $11 million
over two years.
The biggest reason CBS had for limiting the number of telecasts was the
ratings. In 1976, CBS regular-season ratings were an abysmal 26 percent share on
Sunday afternoons, by 1980 that number had fallen to 18 percent.19 Despite the
poor ratings, CBS again re-signed with the NBA to a four-year, $88 million
contract (see Appendix B).
While the NBA was still struggling with its ratings, there was talk amongst
NBA executives that the situation was improving. USA and ESPN televised 40
games during the season, and the NBA also had its many connections to local cable
systems.20 Also, CBS would televise as many playoff games as it had in years past,
with a maximum of 23.21 In addition, the NHL had lost its network contract in
1976, and by 1983 it still had not landed a new one.22 The NBA had at least
maintained a relationship with television.
The Resurgence of the NBA
By the time the 1983-84 season had arrived, the NBA was beginning to gain
in popularity. The NBA was the only major sports league, the NFL included, that
had gained in its TV audience, up 12 percent for the 1981-83 period.23 CBS'
strategy of limiting the number of regular-season telecasts had paid off. Only seven
games were telecast for the 1983-84 season, and there were 16 games telecast in the
playoffs.24 In addition, there were 10 playoff telecasts on USA and another 10 on
ESPN.25 The NBA also benefitted from the labor strife that had impacted the NFL
66
and baseball. In 1981 a baseball strike wiped out half of the regular season, and in
1982 a strike limited the NFL regular season to just seven games.26 The
NBA was filling the void, just as it had when the point-shaving scandals in college
basketball during the early fifties had first launched the league into prominence.
Another reason for the NBA's resurgence was its superstars. By 1983,
Julius Erving and Kareem Abdul-Jabbar were joined by Larry Bird and Magic
Johnson as bona fide superstars. They were also different kinds of superstars that
appealed to different viewers. Johnson personified a person having fun with his job
and Bird represented work ethic.27 Dr. J was the symbol of grace and dignity as
well as the ambassador of basketball, and Abdul-Jabbar was quiet consistence and
excellence.28 This divergence of personalities brought the NBA into a golden age of
prosperity, and the results were seen at the conclusion of the 1983-84 season.
Ever since Bird and Johnson's arrival in 1979, the Celtics and Lakers had
become the two best teams in basketball (with the exception of Dr. J and the
Philadelphia 76ers). Since that season, the Lakers and Celtics had won every
championship except one (again, the 76ers, in 1982-83). Yet the two teams had
never met in the Finals during that period. That would change in 1984. That year,
the Celtics and Lakers finally met for the championship, and the result was one of
the most dramatic Finals ever played. The series went all seven games, and the
seventh game attracted the largest television audience ever for an NBA game.29
This series, and the two future meetings between the Celtics and the Lakers in the
Finals would be pivotal in stimulating the NBA's popularity explosion. In 1987, the
Celtics-Lakers NBA Finals would produce the highest ratings in NBA history, not
to be eclipsed until the Jordan era in the 1990s.30
67
Beginning in the mid-1980s, the NBA became the fastest-growing and most
financially successful league in team sports.31 The league's negative image was
forgotten, as the NBA produced more stars than the NFL or baseball did. Johnson
and Bird emerged as the two best-known athletes in the nation, and in the 1990s
Michael Jordan would eclipse them both and replace Muhammad Ali as the best-
known athlete in the world.32
David Stern
NBA marketing was critical in forming the foundation for the league's
success, but the credit also largely went to another man. That man was new
Commissioner David Stern. David Stern was a successful 41-year old attorney who
had been Commissioner Larry O'Brien's second-in-command and had joined
the NBA as league counsel in 1978.33 Stern's first order of business was to institute
a salary cap that would allowed players and owners to share in the league's
television and attendance revenue.34 This allowed the owners and players to get
richer, and it prevented the rich teams from spending more for players than the poor
ones did.35 The NBA also confronted the allegations of league-wide drug abuse by
drafting one of the most comprehensive drug policies in sports.36 Stern also
oversaw a tremendous expansion in the marketing of NBA players, a strategy that
would make the league's biggest stars the most popular athletes by the end of the
decade.37 Almost as importantly, Stern solved the NBA's television dilemma of
maximizing ratings by limiting the number of broadcasts.
With the proliferation of cable channels in the early 1980s and the presence
of satellite-fed "superstations" like WGN in Chicago and WTBS in Atlanta, the
NBA was faced with an oversaturation of its product.38 In 1983-84 alone, 170
68
games were broadcast nationally, including CBS' modest 10-game regular-season
schedule.39 The result was that CBS' telecasts were weakened by the fact that there
was a game on television almost every night.40 Stern knew that this impaired the
league's ability to sell the right to broadcast the games nationally, so he reduced the
league schedule on cable to only 55 games starting in the 1984-85 season.41
The rights to telecast these games were sold to WTBS for $20 million over
two years. In addition, the superstation would also be allowed to televise 20 early-
round games of the playoffs.42 This reduction, more than any other reason,
explained why the NBA's network ratings had improved over the five years previous
to 1985-86.43 This was a claim that no other sports league--professional or
amateur--could make.
CBS took note of the improved ratings, and before the 1986-87 season the
network negotiated with the NBA to a 4-year, $173 million contract, the largest in
league history. CBS executive Ted Shaker commented on how far the NBA had
come on television, when he was asked about whether the network wanted to resign
with the NBA for the '86-'87 season: "'Are you kidding? Absolutely.'"44 That
comment showed how far the league had come since the early part of the decade.
In 1980, the league was floundering on television. The regular-season games were
being hammered in the ratings, and the Finals were reduced to being shown on tape-
delay. In 1985, the league signed its most lucrative contract for television, and its
revenues had increased during that same span from $108 million to $192 million.45
The Superstars
Another reason for the league's improved standing on television was the
influx of a new generation of stars that, when complemented with Bird, Johnson,
69
Dr. J, and Abdul-Jabbar, thrust the league into a golden age of prosperity. During
the first few years of the 1980s, players like Isiah Thomas, Dominique Wilkins, and
Clyde Drexler entered the NBA, and they lifted formerly poor teams in Detroit,
Atlanta, and Portland to respectability. But the league's biggest star arrived in
1984, Michael Jordan.
Jordan was an All-American 6-6 guard from North Carolina. He had won
an NCAA Championship in college as well as the Player of the Year award twice.46
In 1984, he led the United States Olympic team to the gold medal in Spain.47 That
same year, he was part of a draft class that included Hakeem Olajuwon and Charles
Barkley, two other future NBA legends.
Jordan was drafted in the first round by the Chicago Bulls, another weak
team in a large media market. The early reviews of Jordan were good. Jane Gross
wrote that "Jordan's high-wire act. . . drew howls at Madison Square Garden and
has drawn crowds at practice sessions."48 Bob Sakamoto of the Chicago Tribune
added, "His (Jordan's) presence accounted for the Bulls nearly doubling their
attendance from the previous year."49 Jordan drew comparisons to Julius Erving
and Magic Johnson during his first season, which proved that writers were aware of
his talent from the beginning. He won Rookie of the Year honors in his first season
and created a sensation with his athletic feats.50 In his second season he dazzled
Boston Garden with a playoff-record 63 points in a playoff game against the
Celtics.51 Jordan led the league in scoring during every season in the 1980s except
one, the 1985-86 season when he was injured.52 He won the league's MVP award
and Defensive Player of the Year award in 1987-88.53 He became the league's most
70
dominant player by the end of the decade, but in the 1990s Jordan would literally
come to personify the NBA.
In the 1980s, he was just another of the superstars that the NBA had been
very successful in marketing to the public. The following year, the league received
an added boost when a new superstar was drafted by the Knicks. The New York
Knicks won the right to draft Georgetown center Patrick Ewing in the 1985 NBA
lottery. Ewing, a 7-0 center who had received more hype than any center since
Kareem Abdul-Jabbar entered the league, had an immediate impact on reviving
basketball in New York.54 According to Sam Goldaper, Ewing was expected to
generate millions of dollars in additional box office, television, and radio revenues
for the Knicks and the NBA.55 The Knicks experienced a 66 percent ticket increase
from the previous year after news came that Ewing had been drafted.56 Like the
Knicks' championship team 15 years earlier, Ewing brought instant attention to
basketball in New York and the Knicks franchise.57 His arrival, coupled with
Jordan's and Johnson's presence in the NBA, gave the league three star players in
three of the largest media markets.
The addition of star talent and star personalities made the NBA very
profitable, and as a result the league expanded three times during the decade. The
Dallas Mavericks entered the league in 1980-81,58 followed by the Miami Heat and
the Charlotte Hornets in 1988-89.59 The Minnesota Timberwolves and Orlando
Magic would enter the league just one year later, bringing the total number of teams
to 27.60 The league was prospering, and that was reflected in the status of the
NBA's network contract.
71
In 1986-87, the NBA and TBS agreed to a 2-year, $25 million contract.
When that contract expired, the NBA agreed with TBS and TNT to another 2-year
deal, this time worth $50 million. By the late 1980s, CBS was telecasting 15-16
regular season games each year. The ratings were holding steady, while the ratings
for TBS and TNT rose from 6.6 percent in 1985-86 to 7.3 percent in 1989-90 (see
Appendix B). By the end of the decade, there were more than 700 regular season
games broadcast by local stations--an increase of nearly 35 percent from 1985-86,
reflected partly through the league's expansions.61 Cable telecasts also rose 39
percent during that same period, thanks to the launch of new regional and cable
sports networks.62 The decade closed with the NBA signing with NBC for $600
million over four years, the most lucrative contract in NBA history.63 In just one
decade, the league's television fortunes had come full-circle.
Conclusion
The 1980s was a decade of tremendous change for the NBA on television.
The influx of new stars such as Larry Bird, Michael Jordan, and Magic Johnson
gave the league a new image and new players to market. The arrival of David Stern
as commissioner in 1983 saw changes in the way the league dealt withtelevision.
The number of national telecasts was limited to give the NBA good standing with
the networks. Television contracts exploded from roughly $18.5 million a year to
$150 million a year by the end of the decade. Stern's marketing strategies increased
the league's revenue and created superstars out of Bird, Jordan, Johnson, and
others. The league had reached new heights in popularity, the only question was
whether those heights could be sustained as the 1990s began.
72
1. "Basketball Comeback," The New York Times 28 Dec. 1981, p. C2.
2. Dave Kindred, "Tube Boob Can't Cope With NBA; Subtleties Too Rich for TV," TheWashington Post 3 June 1979, p. G1.
3. The Associated Press, "'Hick' Bird A Rich Celt," The Washington Post 9 June 1979, p. D1.
4. Bob Ryan, "The Two and Only," Sports Illustrated 14 Dec. 1992, p. 49.
5. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (New York:Villard Books, 1989), 163.
6. Jack McCallum, "Larry Bird and Magic Johnson," Sports Illustrated 19 Sept. 1994, p. 67.
7. Ken Denlinger, "Johnson's 42 Gives Lakers NBA Title," The Washington Post 17 May1980, p. D1.
8. Bruce Newman, "The NBA Goes Back To School," Sports Illustrated 9 Nov. 1981, p. 41.
9. ibid, p. 41.
10. ibid, p. 41.
11. ibid, p. 42.
12. Thomas Rogers, "N.B.A. Eliminates Bonus Free Throws," The New York Times 31 July1981, p. A14.
13. Bruce Newman, "The NBA Goes Back to School," Sports Illustrated 9 Nov. 1981, p. 42.
14. ibid, p. 42.
15. ibid, p. 47.
16. ibid, p. 47.
17. ibid, p. 47.
18. Jack Craig, "A TV Bone in the NBA's Throat," The Sporting News 24 Jan. 1983, p. 17.
19. Benjamin G. Rader, In Its Own Image: How Television Has Transformed Sports (NewYork: Free Press, 1984), 147.
20. Jack Craig, "A TV Bone in the NBA's Throat," The Sporting News 24 Jan. 1983, p. 17.
21. ibid, p. 17.
22. ibid, p. 17.
Notes
73
23. Jack Craig, "Look Who's Gaining on TV--the NBA" The Sporting News, 23April 1984, p. 9.
24. ibid, p. 9.
25. ibid, p. 9.
26. ibid, p. 9.
27. ibid, p. 9.
28. ibid, p. 9.
29. ibid, p. 9.
30. "Top Rate," The New York Times 19 June 1987, p. D23.
31. Benjamin G. Rader, American Sports: From the Age of Folk Games to the Age ofTelevised Sports (Upper Saddle Bridge, NJ: Prentice Hall, 1996), 258.
32. ibid, p. 258.
33. "NBA Moving Ahead," The Sporting News 19 Dec. 1983, p. 6.
34. Scott Howard-Cooper, "A 10-Year-Old System That Revolutionized Sports," LosAngeles Times 21 Aug. 1994, Part C, p. 9.
35. Brenton Welling, Jonathan Tasini, & Dan Cook, "Basketball: Business Is Booming,"Business Week 28 Oct. 1985, p. 78.
36. Jeffrey Meitrodt, "NBA's Popularity Concerns Owners," The Times-Picayune 24 Jan.1997, p. S58.
37. ibid, p. S58.
38. Brenton Welling, Jonathan Tasini, & Dan Cook, "Basketball: Business Is Booming,"Business Week 28 Oct. 1985, p. 74.
39. ibid, p. 82.
40. ibid, p. 82.
41. ibid, p. 82.
42. ibid, p. 82.
43. ibid, p. 82.
44. ibid, p. 82.
74
45. ibid, p. 74.
46. Bob Sakamoto, "In the End, Jordan's No. 1," The Chicago Tribune 17 May 1985, Section4, p. 1.
47. ibid, p. 1.
48. Jane Gross, "Jordan Makes People Wonder: Is He the New Dr. J?" The New York Times21 Oct. 1984, Section 5, p. 9.
49. Bob Sakamoto, "In the End, Jordan's No. 1," The Chicago Tribune 17 May 1985, Section4, p. 1.
50. ibid, p. 1.
51. Sam Goldaper, "Jordan Scores 63 in Loss," The New York Times 21 April 1986, p. C1.
52. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 283.
53. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 195.
54. Brenton Welling, Jonathan Tasini, & Dan Cook, "Basketball: Business is Booming,"Business Week 28 Oct. 1985, p. 73.
55. Sam Goldaper, "All Eyes on Lottery For Ewing," The New York Times 6 May 1985, p.C1.
56. Brenton Welling, Jonathan Tasinin, & Dan Cook, "Basketball: Business Is Booming,"Business Week 28 Oct. 1985, p. 73.
57. ibid, p. 73.
58. David DuPree, "League Approves Dallas Entry," The Washington Post 3 Feb. 1980, p.D1.
59. Anthony Cotton, "NBA Accepts Miami, Charlotte, Orlando, Twin Cities," TheWashington Post 23 April 1987, p. B1.
60. ibid, p. B1.
61. Bortz & Company, Inc., Sports on Television: A New Game For Broadcasters (Denver:National Association of Broadcasters, 1990), 6.
62. ibid, p. 6.
63. John Steinbreder, "The Ball's in a New Court," Sports Illustrated 20 Nov. 1989, p. 175.
75
CHAPTER 6
ON THE COATTAILS OF MICHAEL JORDAN
The 1980s saw an unprecedented popularity explosion for the NBA. The
heights NBA founders had hoped to reach when the league was born in 1946 had
finally been attained in the 1980s. Now, the only question was how to sustain that
popularity. As the decade began, NBC had signed the NBA away from CBS for
$750 million over four years.
The NBA lost Erving and Abdul-Jabbar when the '80s ended, and Magic
Johnson and Larry Bird, the two most credited with bringing the NBA its success,
were nearing the ends of their historic careers. The Lakers were no longer world
champions, having been dethroned by the Pistons in 1989. The Celtics had not been
to the Finals since 1987, and they would not return during Bird's final years. But
the league still had Michael Jordan, who was entering his decade of dominance. He
would lift the league to even greater heights in both popularity and on television.
The 1990s would become Jordan's decade.
Jordan Reaches the Pinnacle
Each year since Michael Jordan's arrival in the NBA in 1984, the Chicago
Bulls had been building steadily for a championship. Each season the team went
deeper into the playoffs, and by the time the 1980s ended, Chicago was left with
only one opponent between them and the Finals--the Detroit Pistons, the two-time
world champions in 1988-89 and 1989-90. The Pistons were known as "The Bad
Boys," and they eliminated Jordan's Bulls from the playoffs for three straight years.1
76
But in 1990-91, Chicago finally defeated them to enter the NBA Finals for the first
time.2 And now, the NBA's biggest star had the league's biggest stage to
make his impact on television. Nearly a decade later, Jordan would leave his mark
on NBA--and television--history.
Ironically enough, Jordan would have to win his championship against the
"Team of the 80s," and the "Player of the 80s" as well, the Lakers and Magic
Johnson. NBC could not have asked for a better championship series to televise in
its first season, and the 1991 NBA Finals became a media circus as national
attention was showered on the two marquee players. Jack McCallum noted this in
"Show of Shows: For Star Quality, the Magic and Michael Made-For-TV miniseries
tops all NBA Finals" when he wrote, "the NBA has never seen anything like this."3
Michael Wilbon added in "It Doesn't Get Any Better," that, "these NBA Finals will
be the most widely and most passionately watched basketball championship series
ever."4
The series proved to be a changing of the guard in two respects. First,
Jordan won his first-ever championship after Magic had won five during the '80s.
Secondly, Jordan assumed the position of leading the NBA in the ratings wars.
Johnson and Bird had battled in three NBA Finals that had garnered the highest
ratings ever the previous decade, and in the '90s it was Jordan's turn.
Jordan Retires
Jordan led the Bulls to three straight championships in the 1990s, and the
1993 NBA Finals surpassed the 1987 Lakers-Celtics matchup as the highest-rated
NBA Finals ever.5 Then, seemingly without warning, Jordan retired following the
Bulls' third-straight championship, leaving the NBA--and television--with a huge
77
void. Jordan had led the Bulls in NBC's top four-rated games of the 1992-93
season, and his loss left many to ponder who would take his place.6 With Bird
having retired at the end of 1992, and Magic's unexpected retirement due to AIDS
in 1991, in just three seasons the league had lost its three most popular stars.
In a New York Times article, "Television Loses Star of the Ratings Game,"
Richard Sandomir commented on NBC and TNT's position. Sandomir wrote,
"NBC and TNT relied on Jordan and the Chicago Bulls to swell their ratings,
scheduling as many Bulls games as their NBA contracts would allow."7 Sandomir
cited that it was partly due to Jordan's presence that the networks signed new four-
year deals that required them to pay 25 percent more than previously. Sandomir
also remarked that not only was Jordan a great player, but he played in the nation's
third-largest market. During his career, Jordan provided TNT and with ratings 17
percent higher than the season average for telecasts.8
According to Sandomir, NBC overreacted to the loss of its NBA star by
first televising 30 minutes of Jordan's press conference and then by dispatching Tom
Brokaw of "NBC Nightly News" to interview Jordan that same night.9 Leonard
Shapiro also noted NBC's coverage of Jordan's retirement in "Wave Bye to CBS;
Hold Off on Jordan" in The Washington Post.10 Coverage of Jordan led off the
telecast, followed by a few minutes for a report on the situation in Somalia.11
Sandomir thought NBC's reaction was a bit extreme, perhaps because the network
knew what a product it was losing in Jordan.
New Stars Fill the Void
Jordan might have been gone, but the NBA had already been grooming new
players to fill the void. The player most felt would take Jordan's place as the
78
league's new ratings star was Shaquille O'Neal, the 7-2 center from the Orlando
Magic.12 However, there were still stars from the 1980s that could help attract
attention. Karl Malone and John Stockton of the Utah Jazz, Jordan's fellow class of
'84 alumnus Charles Barkley, and Knick center Patrick Ewing were some of the
stars who were still playing from the 1980s.13 With Jordan gone, one of these
players would have a chance at the title that the Bulls had owned in the '90s.14
And with a championship would come the recognition that Jordan and the Bulls had
received for so many years. However, it would not be one of these players
that would win the title. Instead, it would be another of Jordan's class of '84 alumni,
Hakeem Olajuwon.
Olajuwon was a 6-10 center from the University of Houston. Drafted first
overall in 1984 (ahead of Jordan), Olajuwon had already led his Houston Rockets to
the NBA Finals in 1986, where they lost to Boston.15 In 1994, he led the Rockets
to a championship series matchup with his old rival, Patrick Ewing and the New
York Knicks.16
However, a series that was supposed to be a coronation for one of the
league's best players and a showcase for two of the nation's two biggest markets
came off poorly. John Dempsey wrote in "The NBA's Image Dribbles Away" in
Variety that part of the reason for the low ratings was the "series' grindingly
unattractive defensive basketball, which turns off the casual viewer."17 Michael
Wilbon of The Washington Post noted that, "There is no more brilliance in the
NBA, not based on what we've seen in these Finals."18 The result was that the
Knicks-Rockets Finals series garnered only a 12.3 rating, down 30 percent from the
Bulls-Suns series of the previous year.19 Part of the reason was the style of play,
79
another reason, in Game 5 anyway, was the famous chase of O.J. Simpson, which
NBC cut away from the game to follow. The result was a 7.8 rating, the most
abysmal rating for an Game Five since the 1981 Finals, which were shown on tape-
delay.20
The disappointing ratings for the 1994 NBA Finals lent credence to the
belief that the league would suffer without Jordan. There were other problems the
league was facing, including the prospect of a player's strike in 1995, and the recent
retirements of Bird, Johnson, and Jordan.21 All of this amounted to
diminished ratings for the NBA. There was still optimism because David Stern,
who had organized the league during its most prosperous era, was still the
commissioner.22 Also, there was the possibility that the NBA's young stars would
develop into media personalities the equivalent of Bird, Johnson, and Jordan.23 But
the NBA would not have to wait, because Jordan would return from his baseball
sabbatical in the latter stages of the 1994-95 season.
Jordan Returns
On March 19, 1995, Jordan made his return for an NBC game against the
Indiana Pacers, ending his 21-month "retirement." As expected, NBC neatly
accommodated Jordan's return. The network enlarged the scope of the telecast
from the original 53 percent to 98 percent of the country, sending the Utah-
Charlotte game only to the team's home markets.24 Ahmad Rashad, Jordan's friend,
was sent to follow his every move on the sidelines. Bob Costas was sent to
Indianapolis to host the nearly 25-minute pregame show which featured replays of
some of Jordan's greatest moments.25
80
Jordan's impact was immediate. Both NBC and CBS announced Jordan's
return in news bulletins and "special reports."26 NBC promotions people also
developed a 10-second spot that aired during all of the network's entertainment
shows on Saturday night and on Sunday morning's "today" and "Meet the Press."27
His return game against the Pacers, televised at noon on Saturday (the worst time
slot for an NBA game ratings-wise), pulled in a rating of 13.4, the highest rating of
the 94-95 season.28
This was in comparison to the average rating of 2.2 NBC had achieved in
that spot due to competition with college basketball on CBS.29 NBC and TNT
immediately engaged in a bidding war to televise a Friday-night game later that
week between the Bulls and the Magic, with TNT winning out and sharing the
broadcast with WGN-TV, the Bulls local station in Chicago.30 However, the
league's excitement over Jordan's return was dissipated when the Bulls were
eliminated early in the playoffs by the Orlando Magic.
Despite the fact the Bulls did not win a championship, Jordan's return had a
huge impact on the ratings over the short period he had played. The playoffs on
NBC were up 13 percent to a 7.0 rating from 1994's 6.2.31 This marked the
highest cumulative playoff average for the NBA in 18 years.32 TNT's ratings
skyrocketed 30 percent upward from 1994, and games on TNT from May 8-14
pulled in the highest seven ratings for cable, including an NBA-record 7.9 for a
Bulls-Magic game on May 10.33 According to Thomas Walsh in "Can Playoff
Hoops Fly Without Air" in Variety, NBC tried to explain away the meteoric rise
since Jordan's return, but it was clear that his presence had a tremendous effect on
the league's television ratings.34
81
The next season, Jordan cemented his television supremacy, as the Bulls
romped through a record-setting 72-win season and won their fourth championship
of the '90s.35 Sandomir examined Jordan's ratings impact on the 1995-96 season.
Five NBC Bulls games averaged a 6.6 rating, while the 11 non-Bulls games
averaged a 4.6 rating.36 This marked a 43.6-percent increase from non-Bulls games
to Bulls games.37
Cable also experienced the windfall from Jordan's television appearances. In
1995, nine Bulls telecasts on TNT pulled in a 3.7 rating; the remaining 30 games
averaged only a 1.7 rating.38 Thus, TNT games featuring Jordan generated a 117
percent increase in ratings over non-Bulls games.39 TBS's five Bulls games netted a
2.9 rating; the 15 non-Bulls games pulled in only a 1.7 rating.40 This indicated a
70.5 percent increase in ratings for Bulls games.41 But these were not the only
statistics Sandomir used to measure Jordan's impact on the NBA.
Sandomir noted that even though TNT and TBS were obliged to show all
teams, which would lead to some unattractive matchups and consequently poor
ratings, Jordan's impact was still great.42 Before Jordan's retirement, Bulls games in
TNT-TBS rated about 10 percent higher than the next-highest team.43 In 1995-96,
ratings for Bulls games were 41 percent higher than those of the next highest team,
the Orlando Magic.44
Five of the seven highest-rated games in 1995-96 starred the Bulls, and the
highest-rated non-Bulls matchup, San Antonio against Orlando, rated 21 percent
lower than a Bulls-Suns game on Super Sunday that was the highest-rated game of
the season.45 The result was that the networks sought to televise as many Bulls
games as possible under the NBA contract. The potential problem was that the rest
82
of the league would be neglected and would not be promoted enough to help the
NBA maintain its popularity after Jordan's retirement.46 As the 1997-98 season
approached, the networks and NBC in particular would play up the angle of
Jordan's retirement and in return would get great ratings again.
The NBA Again Faces Life After Jordan
Before the 1997-98 season started, there was speculation it would be
Jordan's last.47 The Bulls had re-signed head coach Phil Jackson for only one more
season, and they made it clear that he would not return for another one.48 Jordan
announced that he would not play for another coach, which made most observers
believe it would be his last year in the NBA.49 With Jordan's retirement imminent,
NBC sought to exploit the angle that every playoff series could be Jordan's last.50
This was the theme throughout the final two playoff series for the Bulls in 1997-98,
against Indiana and Utah. NBC experienced the power of public interest in Jordan's
last game when the Bulls were unexpectedly pushed to a seventh game in the
Eastern Conference Finals by the Indiana Pacers.
With the Bulls' season and Jordan's career hinging on one game, NBC went
all out in its efforts to deliver the product. There was a half-hour pregame show
that documented the drama of the series, and after the Bulls won 88-83, the impact
of the public's interest in Jordan came through in the ratings.51 The game resulted in
a 19.1 rating, the seventh-highest NBA game of all-time and nearly 3 points higher
than any non-Finals telecast in history.52
In the NBA Finals against Utah, the Bulls continued to snare record-ratings.
If not for the fact that the series lacked drama after the second game, it was believed
that the Finals would have shattered all of the records.53 Still, each game of the
83
1. Jack McCallum, "Watch out World," Sports Illustrated 3 June 1991, p. 26.
2. ibid, p. 26.
3. Jack McCallum, "Show of Shows: For Star Quality, the Magic and Michael Made-For-TVMiniseries tops all NBA Finals," Sports Illustrated 10 June 1991, p. 20.
4. Michael Wilbon, "It Doesn't Get Any Better," The Washington Post 1 June 1991, p. G1.
5. Richard Sandomir, "Television Loses Star of the Ratings Game," The New York Times 7Oct. 1993, p. B20.
Chicago-Utah series rated first or second all-time in Finals history in ratings.
Jordan's impact on the NBA Finals during the 1990s was also evident. The first five
NBA Finals that included the Bulls averaged a primetime rating of 16.3, 31 percent
better than the three Finals without Chicago.54 Also, of the 15 highest-rated NBA
telecasts ever, Chicago was featured in 11.55 Jordan's decade of dominance was
secure.
Conclusion
As the 1990s come to a close, there again is speculation on whether the
league can survive on television without Jordan. The two years in which his Bulls
did not appear in the Finals in the mid-90s experienced a severe ratings drop from
the Finals the Bulls participated in.56 Jordan's impact was felt in delivering the two
highest-rated Finals in NBA history, as well as the highest-ever non-Finals game in
history.57 His Bulls have been part of 11 of the top 15 most-watched games in NBA
history, and Jordan's return from retirement generated the highest regular-season
ratings for the NBA in years. However, the question remains ofhow to replace a
player with Jordan's mass appeal. NBA officials hope the new wave of superstars
can appeal to fans the same way Jordan did.58
Notes
84
6. ibid, p. B20.
7. ibid, p. B20.
8. Steve Nidetz, "TV Digs in for life after Jordan," The Chicago Tribune 7 Oct. 1993,Section 4, p. 11.
9. Richard Sandomir, "NBC Goes Bonkers Over Jordan," The New York Times 8 Oct. 1993,p. B14.
10. Leonard Shapiro, "Wave Bye to CBS; Hold Off on Jordan," The Washington Post 8 Oct.1993, p. C2.
11. Richard Sandomir, "NBC Goes Bonkers Over Jordan," The New York Times 8 Oct. 1993,p. B14.
12. John Ed Bradley, "Sugar Shaq," Sports Illustrated 25 April 1994, p. 55.
13. Phil Taylor, "Together Again," Sports Illustrated 13 June 1994, p. 27.
14. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 304.
15. Phil Taylor, "Together Again," Sports Illustrated 13 June 1994, p. 27.
16. ibid, p. 27.
17. John Dempsey, "NBA's Image Dribbles Away," Variety 27 June 1994, p. 27.
18. Michael Wilbon, "Finals a Little Light on Brilliance," The Washington Post 16 June 1994,p. B1.
19. John Dempsey, "NBA's Image Dribbles Away," Variety 27 June 1994, p. 28.
20. ibid, p. 28.
21. ibid, p. 27.
22. ibid, p. 27.
23. ibid, p. 28.
24. Richard Sandomir, "NBC Hopes Comeback Pumps Air into Ratings," The New YorkTimes 20 March 1995, p. C4.
25. ibid, p. C4.
26. Steve Nidetz, "NBC Glad to Accept Jordan Ratings Windfall," The Chicago Tribune 19March 1995, Section 3, p. 12.
85
27. ibid, p. 12.
28. Richard Sandomir, "NBC's Ratings Soar Higher than Jordan," The New York Times 21March 1995, p. B13.
29. ibid, p. B13.
30. ibid, p. B13.
31. Thomas Walsh, "Can Hoop Playoffs Fly Without Air," Variety 22 May 1995, p. 37.
32. Steve Nidetz, "ESPN Show Mixes Sports, Religion," The Chicago Tribune 19 May 1995,Section 4, p. 5.
33. Thomas Walsh, "Can Hoop Playoffs Fly Without Air," Variety 22 May 1995, p. 39.
34. ibid, p. 39.
35. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 335.
36. Richard Sandomir, "Ratings Dunk: Jordan Plays and People Watch," The New York Times22 March 1996, p. B15.
37. ibid, p. B15.
38. ibid, p. B15.
39. ibid, p. B15.
40. ibid, p. B15.
41. ibid, p. B15.
42. ibid, p. B15.
43. ibid, p. B15.
44. ibid, p. B15.
45. ibid, p. B15.
46. ibid, p. B15.
47. Phil Taylor, "Hang in There," Sports Illustrated 16 Feb. 1998, p. 36.
48. ibid, p. 37.
49. ibid, p. 37.
86
50. Tom Bierbaum, "Peacock Sells Jordan Farewell" Variety 15 June 1998: p. 26.
51. Rob Longley, "NBC Excels in Airing Jordan," The Toronto Sun 1 June 1998, p. 9.
52. Tom Bierbaum, "Peacock Sells Jordan Farewell," Variety 15 June 1998, p. 26.
53. ibid, p. 26.
54. ibid, p. 26.
55. ibid, p. 26.
56. ibid, p. 26.
57. ibid, p. 26.
58. John Dempsey, "The NBA's Image Dribbles Away," Variety 27 June 1994, p. 28.
87
CHAPTER 7KEY GAMES IN TELEVISION HISTORY
Throughout the NBA's checkered history on television, there have been
several games that marked significant moments in the league's television history.
Five of the most important games in television history have been highlighted for
their contributions to or detractions from the NBA's image. The criteria used for
selecting these games were as follows: They had to be landmark games, or firsts in
television history, they had to make an impact on the NBA's television fortunes,
whether positively or negatively. There were some significant games that were
eliminated using these criteria, and some games that were important were lost with
the passage of time.
For instance, the first televised game in league history and the first playoff
game in television history were never found, so they were eliminated from
contention. The Russell-Chamberlain confrontations of the early 1960s and the
Celtics-Lakers Finals from the '60s were eliminated because they did not
significantly impact the NBA's television history. Despite the Russell-Chamberlain
matchups in the early '60s, NBC dropped the NBA from its television lineup in
1962. The Celtics-Lakers Finals in the '60s were great in a historical context, but
they did little to broaden basketball's appeal to television audiences. It was not
until the Knicks won the championship in 1970 that the NBA finally had "arrived."
That said, the key games that were selected according to the criteria listed are as
follows: the 1954 Knicks-Celtics game that NBC was forced to cut away from,
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Game One of the 1956 NBA Finals between the Philadelphia Warriors and the Fort
Wayne Pistons, Game Seven of the 1970 NBA Finals between the Knicks and the
Lakers, Game Seven of the 1984 NBA Finals between the Celtics and the Lakers,
and Game One of the 1991 NBA Finals between the Bulls and the Lakers. What
follows is a description of each of the games and their significance in the NBA's
television history.
Game One: Eastern Division Playoffs: March 16, 1954
Boston Celtics 93
New York Knicks 71
In the last year before the NBA 24-second shot clock was implemented, this
game stands out because of its effect on NBC. The Celtics and Knicks met in Game
One of the Eastern Division Playoffs in Madison Square Garden. NBC executives
had decided to give the NBA a national showcase for the game. But a great
opportunity for the league was squandered when both teams committed 95 fouls in
what was called "one of the worst basketball games ever played".1 The Celtics won,
but not many people knew the outcome because the network cut away from the
game in disgust.2 The New York Times made no mention of the impact the game
had on television, but but the game did highlight the NBA's problems with the
excessive fouling and stalling game that personified the league in the early 1950s.3
These problems necessitated the adoption of the 24-second clock, and the old
problems were soon eliminated.4 This game may have been a setback in the NBA's
television history, but it helped to force the league to make drastic changes to adapt
to the new medium.
89
Game One: NBA Finals: March 31, 1956
Philadelphia Warriors 98
Fort Wayne Pistons 94
This game has been long forgotten, but it was the first nationally televised
NBA Finals game. Philadelphia had the league's best record at 45-27 entering the
Finals, but the Pistons had the league's best defense and had lost to Syracuse the
previous year in the Finals.5 Paul Arizin and Neil Johnston had finished second and
third in the league in scoring for Philadelphia, and Arizin would score a game-high
28 points as the Warriors triumphed in Philadelphia before a crowd of 4,100 and a
national television audience.6
Game Seven: 1970 NBA Finals: May 8, 1970
New York Knicks 113
Los Angeles Lakers 99
The 1960s had been a turbulent decade for the NBA on television. The
league had endured being dropped from network television by NBC in the middle of
the decade, and two upstart leagues had sprouted to compete with the NBA for an
audience. In 1969-70, the ABA played its second season, but the NBA's problems
were overshadowed by what happened in New York. The Knicks, after struggling
for years, became a championship team in 1969. They entered the Finals against the
Lakers with the league's best record (60-22), and they brought national attention to
the NBA. This was reflected when Leonard Koppett of The New York Times wrote,
"darlings of the basketball world and a subject of national sports interest since
November . . . the Knicks finally achieved the first title in their 24-year history."7
90
For years the league had suffered from the lack of success in its biggest media
market, but all that changed in 1969. The culmination came in the seventh game of
the NBA Finals.
The most lasting television image from that game and one of the most
enduring television images in sports history came when an injured Willis Reed
limped onto the court just before the opening tip.8 The sight of Reed ignited the
Knicks' already boisterous crowd, and it fired up his Knick teammates as well.9
Reed scored only four points in the game and played only sparingly in the first half,
but the Knicks, led by guard Walt Frazier's 36-point, 19-assist effort, cruised to a
113-99 victory over the Lakers.10 An article in Newsweek noted that the Knicks'
season had brought unprecedented national exposure to the NBA,11 and experts
began to predict that professional basketball would become the "Sport of the
'70s."12
Game Seven: 1984 NBA Finals: June 12, 1984
Boston Celtics 111
Los Angeles Lakers 102
This game became the highest-rated NBA telecast of all time, and it marked
the beginning of the NBA's television resurgence in the 1980s. At the start of the
decade, the NBA Finals had been shown on tape-delay because CBS had no faith in
capturing a large audience.13 Then, Magic Johnson and Larry Bird arrived in the
NBA, and their commitment to the concept of team play changed the image of the
NBA players as being selfish individuals.14 Their rivalry had already captured
national attention when their teams met for the 1979 NCAA Final, and in their first
four years in the NBA the Lakers and Celtics combined for three of the four
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championships in the '80s.15 But in 1984, the Celtics and Lakers finally met for the
championship, in a seven-game struggle that marked the turning point in the NBA's
image on television.
Game Seven attracted the largest television audience in NBA history up to
that point.16 Behind Series MVP Larry Bird's 20 points and 12 rebounds, Boston
defeated Los Angeles and Magic Johnson 111-102 in Boston Garden.17 It was a
championship setting for the NBA's resurgence. Two of the league's most storied
franchises and the league's two best players had made the Finals series a success on
television, and new Commissioner David Stern used this stroke of luck to give the
NBA image the jumpstart it needed.18 Over the next three years Johnson and Bird
would meet twice in the Finals, and their 1987 encounter would be the highest-rated
NBA Finals of all-time until 1993.19 Their rivalry saved the league.20
Game One: 1991 NBA Finals: June 2, 1991
Los Angeles Lakers 93
Chicago Bulls 91
The 1991 NBA Finals were symbolic, as the torch of television supremacy
was passed from Magic Johnson, who represented the 1980s old guard, to Michael
Jordan, who would lead the league in the 1990s. Not since Johnson and Bird had
squared off for the third and final time in the NBA Finals in 1987 had there been as
much media attention centered on an NBA Finals series. The only problem for
NBC, which was televising NBA games for the first time that season, was whether
the Finals would last long enough to make a profit. The hope was that with all of
the hype surrounding the Magic-Michael rivalry, the series would go to six or seven
games in order for the network to make a profit (it went five).21 NBC executives
92
clearly received the matchup they had hoped for, with the Bulls and Lakers also
being in two of the top three television markets in the nation.
The Bulls lost the opening game of the series 93-91 in Chicago Stadium, as
a Jordan jump shot that would have tied the game rolled off of the rim at the
buzzer.22 Still, Jordan finished with a game-high 36 points, 12 assists, and eight
rebounds.23 Unfortunately for NBC, the series would last only five games, with
Chicago winning the last four in succession and Jordan winning his long sought-
after championship. This series would serve as the springboard to Chicago's
dominance during the 1990s, and the Bulls annually would become the league's
most-watched team.24 By 1998, they would win their sixth championship and hold
NBA records for the highest-rated regular-season game and NBA Finals series ever.
In fact, Jordan and the Bulls have appeared in 11 of the 15 highest-rated NBA
telecasts ever.25
Each of these games had an impact on the NBA's television history. The
1954 Knicks-Celtics game was significant not only because it was an early setback
for the league on television, but because it established the need for a rule change
that would make the game more attractive to the television audience. The 1956
NBA Finals were significant because they were the first to be televised nationally.
The 1970 NBA Finals brought the league unprecedented attention because of the
Knicks' championship victory. The 1984 NBA Finals was memorable because it
was the first "Magic vs. Bird" championship series, and it marked the beginning of
the league's era of prosperity in the 1980s. Finally, the 1991 NBA Finals were
significant because Michael Jordan had finally reached the Finals, and he opposed
Johnson in another series that became a media spectacle. The series also was the
93
1. Michael L. LaBlanc, Professional Team Histories: Basketball (Detroit: Gale Research,1994), 78.
2. ibid, p. 78.
3. Charles Paikert, "When Biasone Took 24 Seconds to Save the N.B.A.," The New YorkTimes 28 Oct. 1984, Section 5, p. 2.
4. ibid, p. 2.
5. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 70.
6. The Associated Press, "Warriors Topple Nats Five," The New York Times 30March 1956, p. 15.
7. Leonard Koppett, "Knicks Take First Title, Beat Lakers, 113-99," The New York Times 9May 1970, p. 1.
8. NBA's Greatest Games: Game Seven 1970 NBA Finals. New York: NBA Properties1994.
9. "You Gotta Have Heart," Newsweek 18 May 1970, p. 93.
10. Bob Logan, "Frazier Stars in Rout of Lakers," The Chicago Tribune 9 May 1970, Section2, p. 1.
11. "You Gotta Have Heart," Newsweek 18 May 1970, p. 93.
12. William Marsano, "Will it be the Game of the '70s?" TV Guide 4 April 1970, p. 15.
13. Jack Craig, "A TV Bone in the NBA's Throat," The Sporting News 24 Jan. 1983, p. 17.
14. Jack McCallum, "Larry Bird and Magic Johnson," Sports Illustrated 19 Sept. 1994, p. 67.
15. Bob Ryan, "The Two and Only," Sports Illustrated 14 Dec. 1992, p. 50.
16. Jack Craig, "Record NBA TV Rating," The Sporting News 25 June 1984, p. 11.
17. Roland Lazenby, The NBA Finals: A Fifty-Year Celebration (Indianapolis: Masters Press,1996), 234.
18. Bob Ryan, "The Two and Only," Sports Illustrated 14 Dec. 1992, p. 50.
springboard to Chicago's television dominance of the NBA over the next eight
years.
Notes
94
19. "Top Rate," The New York Times 19 June 1987, p. D23.
20. Jack McCallum, "Larry Bird and Magic Johnson," Sports Illustrated 19 Sept. 1994, p. 67.
21. Steve Nidetz, "NBC's Biggest Fear? Same As Lakers'" The Chicago Tribune 2 June1991: Section 3A, p. 7.
22. David Aldridge, "Bulls Just Miss as Lakers Take Game 1, 93-91," The Washington Post 3June 1991, p. B1.
23. ibid, p. B1.
24. Tom Bierbaum, "Peacock Sells Jordan Farewell," Variety 15 June 1998, p. 26.
25. ibid, p. 26.
95
CHAPTER 8HOW TELEVISION CHANGED SPORTS
Sports on television also changed the way in which sportswriters covered
the games. By the 1960s television was capturing the drama of sports on the field,
so writers consistently had to find other ways to report the games. L.C. Johnson, a
reporter for the Orlando Sentinel, said:
It (television) makes it a lot more challenging to cover it (basketball). Bythe time the paper comes out, many fans have either been to the game orseen it on television or seen highlights on ESPN. You have to get moreanalytical to give insight into why the outcome occurred, rather than justreporting what happened.
This change resulted in reporters seeking the opinions of others to cover the
aspects of the games that were hidden by the cameras. Thus, postgame interviews
with coaches and players became a ritual.
According to Benjamin G. Rader, other sportswriters in the 1960s,
influenced by the Vietnam War, sought to attack modern sports themselves. They
went about trying to shatter the illusions of sports and subject them to the same
close scrutiny as other institutions.1 They explored issues like racism, sexism,
drugs, religion, gambling, cheating, and violence in sports, as well as the financial
aspects.2 Sometimes fans would find more courtroom, boardroom, or private
information about sports than information about what transpired on the field of
play.3 Johnson, who has covered the NBA for seven or eight years since 1987,
96
has seen the results of these changes since the NBA began to flourish on television
in the mid-1980s:
The biggest change is it's no longer a game anymore. There's so muchmore stuff now, you've gotta check the police blotter, a lot of business-oriented stuff since the leagues are so prosperous. The biggest change iswe have to delve into the personal lives more because of TV coverage. Itmakes you have to be well-rounded, and that makes it tougher to report.
Perhaps no sport was more influenced by the advent of television than
professional basketball. From the earliest days of television, NBA officials realized
the power of the medium and they realized that any chances they had for success
were directly linked to their survival on television. This was evident when Lindsey
Nelson addressed the issue of the television timeout in his autobiography, Hello
Everybody, I'm Lindsey Nelson. Nelson wrote that during the 1950s, NBA
commissioner Maurice Podoloff "knew that the future of his sport lay in its success
on the tube."4 Podoloff would order a timeout whenever television needed one by
walking up to one of the coaches and telling him to call a timeout.5 Players and
coaches alike were concerned with the way their game was presented on television,
even during the league's first decade on television.6 This made it clear that everyone
in the NBA knew that league success was directly related to television.7
NBA officials also knew that in order to appeal to viewers, they would have
to implement rules that would make the NBA product more viewer-friendly. In the
early 1950s, the NBA suffered from the perception that it was a slow-paced game.
This was due to the fact that in those days, if a team had the lead into the fourth
quarter, it would "freeze the ball" and turn the game into a tedious foul-shooting
exhibition.8 This display threatened the NBA's survival on television, so in 1954 the
97
league adopted a 24-second clock in an effort to "speed up the game."9
The NBA also handled the excessive fouling situation when a rule was
adopted that limited the number of fouls a team could commit per quarter, after
which each foul became a shooting foul.10 The effects of the rules changes were
immediate, as NBA scoring increased by 13.6 points per game from the previous
year.11 In 1966, the NBA reduced the team limit of fouls to five per quarter, and
in the last two minutes of any quarter a team was allowed one foul before the
penalty, even if it had used up all of its fouls.12 In 1979, the league adopted the
three-point shot that had been met with so much fan approval in the ABA, and the
schedule was altered so division rivals would face each other more often than teams
from other divisions.13 In 1981, the NBA started its season three weeks later than
usual to avoid playing the NBA Finals during May sweeps.14 The NBA also
avoided head-to-head competition with the World Series.15 The main benefit was
that the championship series would be carried live by CBS.16
The NBA changed some of its more puzzling rules during the early 1980s in
an effort to appease viewers.17 Fouling in the backcourt was treated as a common
foul, and it was ruled that a free throw shooter could no longer take three free
throws to make two, or two to make one.18 Also, the "illegal defense" rule was
adopted, which prevented teams from double-teaming a player before he received
the ball.19 Like the rule changes in the mid-1950s, these changes were made "in an
effort to speed up the game."20 The NBA also allowed CBS to reduce the number
of its telecasts to avoid oversaturation of its product by cable telecasts.21 Slowly,
ratings began to improve.
98
In the mid-1990s, following a poor championship series between the Knicks
and the Rockets, the league reacted again. New York's defensive style had been
blamed for the poor ratings the 1994 NBA Finals received, so the following year the
NBA eliminated handchecking.22 This meant that if a defensive player placed his
hands on his opponent, it would be an automatic foul. The rule change was made in
an effort to allow offensive players more freedom to be creative.23
Television was also responsible for several franchise shifts during the
league's history, though writers at the time did not comment on it (See Appendix
A). However, in retrospect, it was determined that many franchises moved to
larger markets in an attempt to increase attendance figures and television ratings.
The NBA reached a milestone in 1957, when the Fort Wayne Pistons moved to
Detroit and the Rochester Royals moved to Cincinnati.24 This was significant
because only three years earlier, half of the league's teams were based in small
metropolitan areas of less than 1 million people.25 That year, only Syracuse was in
that category.26 In 1960, the Minneapolis Lakers followed the baseball Dodgers
west to Los Angeles, one of the largest markets in the country. In 1963, the
Syracuse Nationals moved to Philadelphia and the NBA had all eight of its
franchises in major cities for the first time ever.27 The league added another
lucrative market through expansion when the Chicago Bulls entered the league in
1966. One year later, San Diego and Seattle were added to the NBA mix.28 In
1968, Bob Kerner sold his St. Louis Hawks for financial reasons and the team was
moved to Atlanta.29 That same year, the NBA expanded yet again when Phoenix
and Milwaukee joined the league.30 The NBA merged with the ABA in the mid-
99
1. Benjamin G. Rader, In Its Own Image: How Television Has Transformed Sports (NewYork: The Free Press, 1984), 23.
2. ibid, p. 23.
3. ibid, p. 23.
4. Lindsey Nelson, Hello Everybody, I'm Lindsey Nelson (New York: Beech Tree Books,1985), 261.
5. ibid, p. 261.
6. "Hooping it Up for Television," TV Guide 7 Feb. 1959, p. 23.
7. William Marsano, "Will it be the Game of the 1970s?" TV Guide 4 April 1970, p. 4.
8. "24 Seconds to Shoot," Time 20 Dec. 1954, p. 56.
9. "Basketball Loop Changes 2 Rules," The New York Times 24 April 1954, p. 23.
10. Alex Sachare (ed.), The Official NBA Encyclopedia (New York: Villard Books, 1994),61-62.
11. ibid, p. 62.
1970s in part because there were certain ABA teams CBS wanted to see in the
league.31
Thus, television not only changed the way sports are packaged and
presented to the fan, it also changed the way sports are covered by journalists.
Television has forced franchise relocations and rule changes that serve to maximize
a league's television dollars. And in presenting the games though the medium of
television, the game becomes of secondary importance to writers, who must find
new ways of covering the games. This has resulted in a shift in emphasis to the
personal lives of the athletes and more analysis of what occurred on the field, as
well as discussion of the financial and legal aspects of sports. Without question,
reporting has been made more complex by the presence of television.
Notes
100
12. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 98.
13. ibid, 163.
14. Bruce Newman, "The NBA Goes Back to School," Sports Illustrated 9 Nov. 1982, p. 41.
15. ibid, p. 41.
16. ibid, p. 41.
17. ibid, p. 42.
18. ibid, p. 42.
19. ibid, p. 47.
20. Thomas Rogers, "N.B.A. Eliminates Bonus Free Throws," The New York Times 31 July1981, p. A14.
21. Jack Craig, "A TV Bone in the NBA's Throat," The Sporting News 24 Jan. 1983, p. 17.
22. George Vescey, "Combating Hand-Checks the World Over," The New York Times 6 Nov.1994, Section 8, p. 5.
23. ibid, p. 5.
24. Zander Hollander (ed.) & Alex Sachare (ed.), The Official NBA Encyclopedia (NewYork: Villard Books, 1989), 72.
25. ibid, p. 72.
26. ibid, p. 72.
27. ibid, p. 88.
28. The Associated Press, "Team Will Start in 1967-68 Season," The New York Times 21Dec. 1966, p. 50.
29. The Associated Press, "St. Louis Losing Hawks to Atlanta," The Washington Post 4 May1968, p. D2.
30. "Milwaukee and Phoenix Obtain N.B.A. Franchises for Next Season," The New YorkTimes 23 Jan. 1968, p. 30.
31. Sam Goldaper, "N.B.A. Gets Merger Spur," The New York Times 15 May 1975, p. S5.
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CHAPTER 9ANALYSIS: A COMPARISON BETWEEN 1980s NBA GAMES AND 1990s
NBA GAMES
Ever since the NBA's introduction on television in the 1950s, the basic formula
for broadcasting games has remained the same: Announcers deliver the outcome of
plays and events during the games, and the cameras reflect the words of the
announcers. During the NBA's run on NBC from the late '50s to the early '60s,
baseball and football play-by-play man Lindsey Nelson anchored network coverage.
His partner in the color analyst position was former Knick coach Joe Lapchick.
Lapchick's job was to deliver analysis of each important play as it unfolded and to
bring the casual viewer the nuances of what had occurred in the game. The two
announcers complemented each other in terms of explaining the entire picture of a
play or sequence of plays to an audience. This is a formula that has been used in
football and baseball coverage as well. The formula has remained unchanged for
network coverage of the NBA, with the exception of the occasional third man in the
booth and the addition of sideline reporters and more studio hosts.
As the league entered the '70s, there was a change in the style of coverage of
NBA games. Replays had been introduced in the 1960s to give viewers a second
glance at certain plays. Then, in 1973, ABC hired Bill Russell, the ex-Celtic player,
to be its color analyst. Russell's scathing remarks about players and teams brought
a new aspect to game analysis, that of increased criticism.1 Soon former players
began to populate the color analyst chair. After all, who better than an ex-player to
discern the important and spectacular plays from the routine. Also, since the former
102
player had actually been in similar situations to the players in the game, he could
relate their feelings and their state of mind during crucial segments of the game.
While coverage of the games themselves evolved, so did the technological
sophistication of the broadcasts. In addition to replays, different camera angles
were used to capture images from different perspectives to allow the viewers
several different looks at a particular play. When the NBA experienced its
popularity explosion in the 1980s, NBA telecasts evolved into lengthy pregame
shows and several player features to prepare viewers for the drama of the games.
Halftime shows featured analysis of the game at that point, and analysts offered cues
for viewers to look for if one team were to gain an advantage over the other.
To deliver more insight into what the players and coaches were saying during
the actual games, sideline reporters prowled the sidelines to ask questions during
timeouts and before and after the games. The sideline reporter has become a
permanent part of the NBA halftime show, where each coach is asked questions
about his team's performance in the first half, as well as areas to improve upon in
the second half. Finally, postgame shows became more involved because more
analysis of significant plays and significant performances by players was required.
To examine the technical and analytical evolution of NBA telecasts over the
years, five games were selected. Two of the games, Kansas City-Houston in 1980,2
and Boston-Milwaukee in 1983,3 were regional telecasts that epitomized NBA
coverage in the early part of the decade. Game Five of the 1987 NBA Finals,4
Game Four of the 1991 NBA Finals,5 and Game One of the 1998 NBA Finals6 were
national telecasts that showed the evolution of NBA coverage during
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the league's most successful years. Each of these games was examined in terms of
content and technological advancements to determine how the league's coverage
was similar or how it was different as the NBA went from poverty in the early '80s
to prosperity in the late '80s and '90s.
1970s Telecasts
Before these games were examined, three "NBA's Greatest Games" telecasts
that aired on ESPN were examined for their content to see how coverage was
carried out in the 1970s: Game Five of the 1976 NBA Finals,7 Game Six of the
1977 NBA Finals,8 and Game Seven of the 1979 Eastern Conference Finals.9 Each
telecast was examined to determine how analysis and technology played a role in
NBA broadcasts during the 1970s.
In examining coverage of the NBA during the 1970s, the researcher found that
the play-by-play announcer dominated the discussion during the games, with the
color analyst speaking occasionally to comment on a replay or an important
situation he had picked up. For example, during the 1976 Greatest Games telecast
of the Celtics-Suns NBA Finals, color analyst Rick Barry noted that when a player
had the ball and was running upcourt, he always had to be careful with an opposing
player pursuing him. Barry made this point when Boston guard Jo Jo White
knocked the ball away from a Phoenix player from behind as the player ran
upcourt.10
Barry was another in the long line of player-analysts, though his career was not
quite finished in 1976 when he joined CBS play-by-play man Brent Musburger for
the Finals telecast. Barry, one of the greatest players in NBA history, was also one
104
of the most disliked players in the league--by his own teammates as well.11 His
reputation as a perfectionist and his sharp tongue were perfectly suited for
analyzing NBA action.12 When a player made a mistake, Barry usually had a remark
about it. For instance, during the same Celtics-Suns game, Barry remarked on a
foul by Celtic Don Nelson on a jump-shooting Phoenix guard: "Why small forwards
wanna be shot blockers is beyond me."13 Barry continued the tradition started by
Russell for his honest analysis.
Barry also provided analysis during replays, as is still done today. In the 1970s,
replays usually occurred after a player was fouled or as a game went to commercial.
This was when the color analyst would attempt to break down what had happened
during the play. These analyses often retold viewers what they had already seen
with no diagramming of plays or attempts to discuss what other players should or
should not have done during the play.
For example, during the 1979 Eastern Finals telecast between the Bullets and
the Spurs, George Gervin was fouled attempting a jump shot. In the analysis
during the replay, the color analyst stated, "He took a turnaround jump shot right in
CJ's face to drop in a possible three-pointer."14 There was no mention of how
Gervin was left alone with the defender or what transpired away from the ball to
allow Gervin to get the ball in a scoring position. This unsophisticated analysis
bears a slight resemblance to today's intricate analysis of plays.
During the course of analyzing the tapes from these "Greatest Games", the
researcher came upon two camera angles frequently used during the telecast. The
first was the traditional sideline shot from which the player with the ball could be
followed heading up the court. The second was a shot from behind the basket
105
where plays made near the basket area could be more easily seen. The only time
two replays of the same play were shown in the analysis was in Game Six of the
1977 NBA Finals. There, Julius "Dr. J" Erving dunked over Portland center Bill
Walton, and the play was shown from two different angles, both in slow-motion. In
addition, after a score, the player who had scored would be shown in a close-up
shot. This part of network coverage has remained consistent throughout the last 20
years.
Before the start of the action or during a timeout, the two coaches and benches
would be shown in tight shots. The score graphic appeared at the bottom
of the screen after each score for only a few seconds, and when the shot clock was
running down CBS provided a small blue graphic in the left portion of the screen
that showed the clock running out. Also, when the game clock ran inside of two
minutes, CBS would display the clock in the lower right-hand portion of the
screen.
This was significant because it allowed fans to see how much time was left on all
of the important possessions for each team. This way, a viewer would not have to
guess how much time was left in the shot clock or in the game. Also, by showing a
score graphic after each basket, viewers were able to keep pace with the scoring
and see how much a team led by. This coverage was consistent throughout the
three games examined from the NBA's "Greatest Games" collection. In the early
1980s, the coverage would remain virtually unchanged.
Pregame Coverage in the 1980s
Pregame coverage in the 1980s was limited because of the league's struggles on
television in the early part of the decade. Even the 1987 NBA Finals had a short
106
pregame show as the NBA began to garner national attention. However, there were
aspects of pregame coverage in the 1980s that are still used in the 1990s. These
included the teases, player lineups, and the introduction of announcers. Changes
included the addition of studio hosts and more in-depth analysis of the first-half.
These changes were important because the studio hosts would usually keep the
viewer updated on scores and highlights from around the league. They also
provided features on key players in the games and kept fans updated on the status of
the two teams participating. More in-depth analysis of the first half allowed viewers
to see why one team was leading and which players were making significant
contributions for each team. Also, viewers were allowed to see plays in the first
half that were well-executed and what the teams had to do to win in the second half.
Teases
The purpose of the tease is to entice the viewer into watching the game and to
explain why the game would be worth watching. For example, the tease for the
Kansas City-Houston game in 1980 highlighted the two best players on each team,
Otis Birdsong for Kansas City and Moses Malone for Houston.15 This tease
focused on what the network felt would be the two pivotal players in deciding the
game's outcome, and that served as a basis to reel in viewers. The tease is
significant because it lures the fan to watch the telecast, and what better way to
accomplish that than to focus on the marquee players for each team.
Introduction of Announcers
The announcer introduction usually follows the tease for NBA games. The
announcers simply introduce themselves and their pictures are usually captured with
a graphic underneath that shows their names. For example, in the Kansas City-
107
Houston game, after a graphic was shown indicating the two teams identities and
the location of the game, the cameras switched to the announcers. Frank Gleiber
introduced his partner John McGlocklin and himself while name graphics were
placed under each of them.16 This serves to let viewers see who is calling the game.
In recent years however, the format has changed. The studio hosts usually are
introduced first to begin the pregame show, then towards the end of the pregame
show the announcers who call the game are introduced. For example, at the start of
the pregame show for the 1991 NBA Finals, Bob Costas introduced Pat Riley and
himself to the audience, then launched into the pregame show.17 At the end of the
pregame, they finally "tossed" the broadcast to game announcers Marv Albert and
Mike Fratello.18 This new style of introduction allows the fan to more clearly
separate the pregame festivities from the actual game itself. It also allows the game
announcers to focus on the task at hand, while the studio hosts usually cover a
broader range of topics than the game itself. This is not only a staple of NBA
telecasts, but of all sports telecasts.
Team Lineups/Injury Report
To set the stage for the game, player lineups are introduced to show the fans
who will be playing in the game. Key statistics for certain players are highlighted to
show their strengths, and injuries are reported to show how the absence of certain
players could affect their teams. In the pregame show for the 1983 Milwaukee-
Boston playoff game, the announcers commented at length on Larry Bird's absence
since he was sick with the flu, and how that would affect the Celtics in the game.19
The player lineups are the television viewers' scorecards for knowing who will be
starting in the game so they know who they are watching individually.
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1990s Pregame
In the 1990s, the three basic aspects of the pregame show have not changed.
However, with respect to the NBA Finals, the teases have become more detailed
and elaborate. Also, since NBA Finals games are the most important games of the
season, injury reports became more detailed and pregame shows became more
involved.
Teases
For instance, the tease for Game Four of the 1991 NBA Finals showed a
group of children playing basketball on an outside court.20 Bob Costas of NBC did
the voice-over narration, saying that the children most wanted to be likeMichael
Jordan. In time the image of the children faded and Jordan's image replaced them.
His highlights from the first three games of the Finals were displayed as Costas
continued his narration.21
This more elaborate pregame tease was repeated prior to the start of Game
One of the 1998 NBA Finals. This time the opening shot was of a man in a gym
practicing, again accompanied by a Costas voice-over.22 The premise for this
opening sequence was that each of the players on Utah and Chicago had worked
hard to reach the NBA Finals. Gradually, the image of the man in the gym faded
and was replaced by images of the Bulls' previous NBA Finals highlights, as well as
images of the 1997 NBA Finals between Utah and Chicago.23
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Injury Report
This elaborate opening sequence was just one aspect of the increasingly
detailed and sophisticated NBA pregame show. For instance, in the 1980 Houston-
Kansas City game, announcer Frank Gleiber reported on an injury to Houston guard
Calvin Murphy and commented on a facial injury to Kansas City forward Scott
Wedman.24 There was no video footage of the injuries and there were no interviews
done with any teammates or the players themselves to discuss the injuries. In the
1991 NBA Finals, NBC showed Jordan limping into the locker room before the
game as he arrived at the stadium.25 Studio hosts Bob Costas and Pat Riley then
speculated on the severity of a toe injury Jordan had sustained in game three.26
Sideline reporter Ahmad Rashad discussed the therapy Jordan had undergone after
the previous game while the instance of Jordan's injury was replayed for viewers.27
Finally, viewers were shown an image of Jordan's new shoe, which was cut open
slightly at the toe to allow him to feel more comfortable.28
In the 1998 NBA Finals, NBA added to its injury report when commenting
on Dennis Rodman's injured thumb. As in 1991, NBC camera crews caught
Rodman as he arrived at the stadium while Costas reported on his injury. This
time, sideline reporter Jim Grey interviewed Rodman in the locker room before the
game began to get his perspective on the injured thumb.29 Afterwards, studio hosts
Hannah Storm and Bill Walton discussed the ramifications Rodman's injury would
have on the Bulls' defense, particularly against Utah Jazz forward Karl Malone.30
Thus NBC covered the injury, got the perspective of the injured player, and
discussed how the injury would affect his team. This was a clear advancement from
the 1980 and 1983 games in which player absences were mentioned briefly and only
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Bird's absence was discussed at length.31 None of the pregame interviews from
those games discussed player injuries, and there was little discussion of the potential
effects on the team.
Analysis
While player injury reports have become more detailed, so have the
discussions of what each team would have to do to win the game. During 1980s
coverage, announcers usually mentioned two or three aspects of the game that a
team had to control in order to win. There was no video accompaniment or
explanation of how the teams might accomplish their goals. By the 1990s, this had
all changed.
For instance, in the 1991 NBA Finals, announcers Marv Albert and Mike
Fratello examined the Lakers' problems in the first three games of the series.32
Specifically, these problems were the Lakers' lack of rebounding, shooting guard
Byron Scott's shooting problems in the series, and the Bulls' pressure defense.33
The discussions of these problems were supported by graphics highlighting the
Lakers' ineptitudes in rebounding, Scott's shooting, and the team's overall shooting
woes.34 In addition, highlights of Chicago blocked shots and steals and pressure on
the ball were shown to accompany Fratello's analysis.35
In the 1998 NBA Finals, announcers Bob Costas, Isiah Thomas, and Doug
Collins discussed what Utah and Chicago had to do to win the series.36 For Utah,
the problem was how to deal with Michael Jordan. As Thomas discussed how to
deal with Jordan, highlights of various plays that Jordan had made in certain
situations were shown to viewers.37 Doug Collins said that for Chicago to be
successful, it would have to defend against Utah's pick-and-roll offense. Collins
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discussed the various options Utah had when running the pick-and-roll with the aid
of game footage.38 This was done with the use of a telestrater, which is another
name for a replay on which the color analyst diagrams what viewers will see with
the use of a light pen. The telestrater allowed Collins and Thomas to point out to
viewers exactly what to look for as the play unfolded. This technological
sophistication was an advancement over the pregame show for the 1991 NBA
Finals, when the highlights of Fratello's announcement were shown without the use
of a telestrater. After these breakdowns in game action, the game usually was ready
to start.
1980s Game Coverage
In the early 1980s, commentary from announcers was unsophisticated and
did little more than explain the results of the previous play. Announcers usually
used the opportunity of a player scoring a basket or doing something spectacular as
an opportunity to reveal that player's background to the audience. There were no
intricate play breakdowns or chalkboards until the late 1980s.
In the 1990s, commentary has become more detailed. Color analysts have
become more critical during the course of games, and there is more discussion of
strategy than before. Also, announcers have become more proficient at informing
viewers of the subtleties of a play than ever before. Game coverage from the 1980s
to 1990s was examined from four different areas: commentary during the games,
including that of sideline reporters, themes of the games, and use of replays, and the
use of graphics. It was noted that commentary has become more sophisticated,
there is more of an emphasis on describing the themes of the games, the use of
replays and graphics is more profound now than ever.
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Commentary
Commentary in the early 1980s by the play-by-play announcer remains
virtually unchanged today. It is the play-by-play man's job to give the viewer key
statistics and figures while calling the game. It is also his job to elicit strategy
discussion from his color analyst. Also, the play-by-play announcer provides player
backgrounds and generally acts as the tour guide of the NBA game.
For example, when Houston guard Allan Leavell scored in the first quarter
against Kansas City, announcers Frank Gleiber and John McGlocklin used the
opportunity to talk about how big of a surprise Leavell had been as a rookie.39 He
was the 104th player selected in the draft in 1979, but Gleiber and McGlocklin
agreed that he had earned a spot on the All-Rookie team.40 This was an instant in
which a player's score allowed Gleiber and McGlocklin to inform the viewer about
Leavell's play during the season.
The analysis of the color commentator was not as insightful in the early
1980s as it has become in the 1990s. McGlocklin would review a play after a foul
and describe what the audience had already seen the first time, without describing
how the play was designed or any of the other subtleties that viewers might have
missed. McGlocklin also commented on lineup changes and how Houston and
Kansas City matched up with each other. However, when he said he felt that the
Rockets could not match up with Scott Wedman of Kansas City, McGlocklin did
not elaborate on why he felt that way.
In the early 1980s coverage was also restricted by the fact that there were
no quarter summaries or other key points of the game that the broadcasters outlined
for the fans. Not until the NBA experienced its popularity surge in the
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late 1980s did announcers begin to break down the game into a story of four
quarters. This was done with the addition of graphics, which will be discussed later.
As television coverage of the NBA evolved, so did the style of announcing.
In the early 1980s, the play-by-play man set the stage for each play and each game
by announcing key facts the viewer should look for. The color commentator
provided play analysis and assessed team strategies, as well as player substitutions
and strengths and weaknesses. It is also the job of the color commentator to
criticize players or coaches if he feels they made a mistake.
In the 1987 NBA Finals, Dick Stockton and Tom Heinsohn provided the
foundation for the way NBA games are broadcast today. Stockton reported the
important facts and key statistics of the game, while Heinsohn provided analysis and
strategies for both teams. Stockton was often criticized for being too noncommittal
in his analysis. It was suggested by more than one journalist that he reported
innocuous statistics rather than take the time to levy important criticism or discuss
game strategy.41 Heinsohn was criticized by many because, as a former Celtic
player, he was seen as a Celtic booster. On the other hand, Celtic fans believed
Heinsohn was going out of his way on telecasts to criticize the Celtics and prove
that he was not biased.42 Heinsohn also was criticized for his distinctive New Jersey
accent and what some felt was his curious use of the English language.43
During the Celtics-Lakers NBA Finals game, Heinsohn provided some
insightful commentary. For example, he informed Stockton and the television
audience that the Lakers' plan was not necessarily to score on the fast break, but to
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continue to run to put pressure on Boston's tired starters.44 He also noted that a
bigger Laker lineup might have slowed the Laker fast break, but it did provide the
Lakers with more defensive strength to keep Boston's dominant frontcourt players
out of rebounding position. For his part, Stockton coaxed these insights from
Heinsohn by questioning whether the Lakers' inability to score on the fast break was
hurting them. He also noted the substitution of Laker center Mychal Thompson and
questioned whether it would slow the Laker fast break as well.45
In the late 1980s, networks added a sideline reporter to their NBA telecasts
to give viewers information about player injuries and to talk to prominent fans in
attendance. In addition to Heinsohn and Stockton, sideline reporter James Brown
provided information during the game as well. During the game, he interviewed
Celtic great Bob Cousy on how he would compare his style of play with that of
Laker great Magic Johnson. Brown later reported during the second quarter from
the cramped quarters of the Laker's video coordinator in Boston Garden. The most
important contribution of the sideline reporter is to get quick access to information
about injuries, which Brown did when he reported on Laker Michael Cooper's ankle
sprain that forced him to leave the game. Brown's final report during the game
came as he chatted with Laker fan Jack Nicholson from Nicholson's seat in the
Boston Garden.46
As the 1990s began, NBA coverage became more sophisticated. NBC
acquired the rights to NBA telecasts from CBS, and when the 1991 NBA Finals
began, the network had two studio hosts, two announcers to call the game, and two
sideline reporters. Marv Albert, considered by many to be the best play-by-
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play announcer in basketball, was signed by NBC.47 Albert, like Stockton, provided
key facts and statistics to the viewers at home. Mike Fratello, Albert's
sidekick at color commentator, also provided some important insights. For
instance, Fratello pointed out that the Lakers had redesigned their offense in an
effort to try to get more scoring against the Bulls. Fratello also noted that the
Lakers' lack of scoring from the field, particularly the three-point line and the free
throw line, had cost the Lakers in Game Three of the series. Fratello added that the
Lakers would have to improve their rebounding if they had a chance of beating
Chicago.
In the 1990s, the role of the sideline reporter has expanded to include
reporting what coaches and players are saying during timeouts and during halftime.
During the NBA Finals, NBC placed two sideline reporters on each bench to get
reactions from both teams during a game. The sideline reporter has evolved into an
important part of any NBA telecast. In the 1991 NBA Finals, the sideline reporting
chores were handled by two men, Ahmad Rashad and Steve Jones. Rashad
reported from the Chicago bench, while Jones provided reports from the Laker
bench. Rashad provided two reports during the game about Jordan's toe injury.
The first report concerned the injury itself and how Jordan was feeling, while the
second report concerned the fact that Jordan had changed his shoes during a
timeout in order to improve his comfort. Rashad has remained NBC's sideline
reporter, but he has endured more than his share of criticism. Journalists have
called Rashad's work "fluff", and they regularly comment on his close relationship
with Jordan that seemingly interferes with his job as a reporter.48
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The other sideline reporter, Steve Jones, provided four reports from the
Laker bench during the game. First, after the third quarter began, Jones reported
that Laker coach Mike Dunleavy was upset with the Laker's lack of intensity in the
first half. Then, after Laker forward James Worthy limped to the locker room,
Jones reported that the ankle injury he had sustained in the previous series had
worsened. Later in the period Jones added that Worthy would not return to the
game and would be doubtful for Game Five. Finally, after Laker guard Byron Scott
fell and hurt his shoulder, Jones reported that Scott was feeling better and that the
Lakers were looking to set up scoring opportunities for him.
Game One of the 1998 NBA Finals saw a change in the basic announcer
format, with three announcers calling the game instead of two. There were two
studio hosts and two sideline reporters as well. Marv Albert, who resigned from
NBC due to his legal problems, was replaced by former studio host Bob Costas.
Costas is widely respected as one of the best announcers in sports, and he was
praised for his work in replacing Albert by doing "his usual splendid play-by-play
work."49 Doug Collins, a former NBA coach and player, "is the best basketball
analyst--NBA or college--working right now."50 Isiah Thomas, the former Piston
great, was criticized because of his use of language and his "interminable stories that
dragged on over game action."51
As Stockton and Albert did before him, Costas provided viewers with key
statistics and player backgrounds throughout the game. However, unlike his
predecessors, Costas was critical of a player during the game. In this case, it was
Chicago Bulls' forward Dennis Rodman. When Costas received word from Ahmad
Rashad that the Bulls wanted to insert Rodman but he was still in the locker room,
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Costas said, "It's one thing to be idiosyncratic, it's another to be idiotic."52 Costas
would later return to the Rodman subject, when in overtime he noted the
contradictions in Rodman as a player.
Collins and Thomas took turns adding their insight, with Thomas
commenting on the speed of the players on the floor and Collins remarking on the
need for Utah forward Byron Russell not to use up his fouls so he could help guard
Jordan. The two would continue to trade insights during the game. Occasionally, a
point made by Collins would be expanded on by Thomas, and sometimes it was
Collins who expanded on a point by Thomas. The two color analysts clashed only
once: when in overtime Karl Malone kicked the ball before Byron Russell picked it
up. Thomas argued that Chicago should have received the ball with a new 24-
second clock, while Collins argued that Malone had kicked the ball inadvertently,
which meant that Utah should retain possession of the ball.53
The only two sideline reports during the game came from Jim Grey on the
Utah bench, although Rashad was on the Chicago bench as well. First, Grey
reported during the second quarter that Utah guard Jeff Hornacek's injured Achilles
tendon was hobbling him. Then, in overtime, Grey reported that Utah coach Jerry
Sloan told his players to "get back into the game" since they were struggling.54
Themes of the Games
Each NBA telecast consists of a theme or themes that serve to explain why
one team triumphs over another. Network commentators present these themes
during the course of the games, and graphics are often used to support their claims.
This "game within a game" scenario has changed since the NBA's struggles in the
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early 1980s. At that time, there was little effort made to describe what the turning
points in the games were or to explain the key statistics that decided the outcome.
For example, in the Kansas City-Houston game, announcers Frank Gleiber
and John McGlocklin touched on only two reasons for Kansas City's victory.
McGlocklin claimed that it was Kansas City's defense and in particular the team's
defense on Moses Malone that led to the Kings' victory. Gleiber noted the
shooting percentages for each team from the field to support McGlocklin's theory,
but there was never a graphic that was introduced to support their claims.55
In the Milwaukee-Boston playoff game, Eddie Doucette and again John
McGlocklin broke the game themes down by quarter. In the first quarter, as the
Celtics got off to a good start, the announcers noted Boston's strong guard play,
tighter defense than in Game One, and the changed substitution pattern that
resulted from the absence of Larry Bird. Second quarter themes included Celtic
guard Danny Ainge's hot shooting, the fact the Boston and Milwaukee had reversed
roles from Game One, and a focus on Milwaukee's struggles offensively. In the
third quarter, McGlocklin and Doucette focused on Milwaukee's comeback in
cutting a 17-point halftime deficit to 6. In the fourth quarter, the announcers
claimed that it was Milwaukee's aggressiveness in the areas of rebounding and
defense that led to their come-from-behind victory.56
In the 1987 NBA Finals, Dick Stockton and Tom Heinsohn continued the
process of describing what they felt were key moments in the game. The first
quarter began with Heinsohn stressing the importance of the Celtic tempo to slow
down the Laker fast break. In the second quarter, Heinsohn and Stockton returned
to the theme of the fast break. They noted that Boston had surprisingly outscored
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the Lakers on the fast break during the first half, and a graphic flashed on the screen
to support their claim. Third quarter themes included Danny Ainge's scoring
outburst and a Celtic scoring burst that stretched a slim halftime advantage to a
double-digit lead. In the fourth quarter, Heinsohn highlighted Celtic coach K.C.
Jones' use of this bench as a major reason for Boston's victory.57
In the 1991 NBA Finals, Marv Albert and Mike Fratello provided a few key
aspects for viewers during the first half of the Bulls-Lakers game. The announcers
called attention to Jordan's injury, Byron Scott's shooting woes, the Bulls defensive
pressure and athleticism, Johnson's fatigue, and the Lakers' weak bench. As the
Bulls seized the advantage in the third quarter, Fratello and Albert again pointed to
two themes for Chicago's dominance. The Bulls' athleticism and defense was again
noted, as well as what Fratello perceived as the Lakers' lack of intensity. Byron
Scott's shooting problems were also stressed as a reason for the Lakers' problems.
In the final quarter, as the Bulls pulled away for the victory, Fratello and Albert
singled out Chicago's defensive greatness, the struggles of Laker forward Sam
Perkins, and the injuries to Scott and James Worthy as reasons for the Laker loss.58
First half themes for Game One of the 1998 NBA Finals included the issue
of whether Utah had received too much rest before the start of the Finals, Karl
Malone's struggles, and Utah guard Jeff Hornacek's injury to his Achilles.
Third quarter themes included the struggles of the two star players for each team,
Jordan and Malone. In the fourth quarter and again in overtime, the announcers
consistently referred to the fact that Karl Malone had struggled. Also in overtime,
Isiah Thomas questioned the wisdom of Bulls coach Phil Jackson for leaving guard
Steve Kerr in the game. Kerr, who was not known for his defense, allowed Utah
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guard John Stockton to score his game-high eight points in the overtime and clinch
Utah's victory.59
Replays
Since the advent of the television replay in the early 1960s, the NBA has
seen the use of replays change as the years have gone by. In the late 1970s and
early 1980s, the use of replays was confined to either leading to a commercial
break, or being shown after a foul. The replays also usually were shown from two
different camera angles: behind the basket and from the sideline. Only the
spectacular plays, such as a Julius Erving dunk over Bill Walton in the 1977 NBA's
"Greatest Games" program, were shown more than once and from more than one
angle.60 In recent years however, the scope of the replay has changed. Replays,
which were once shown only after fouls and commercials, are now shown more
frequently and sometimes during the course of the game. The more spectacular the
play, the more often it is shown and sometimes from as many as three different
angles. For example, in the 1991 NBA Finals, two different angles of the same pass
to Michael Jordan for a layup were shown. Camera angles, which once were
confined to the sidelines and under the basket, now include overhead angles and
reverse angles. A camera mounted behind the basket gives fans a closer perspective
of a slam dunk that rattles the rim.61
Replays for the complete games reviewed by the researcher were counted to
see how the use of replays has changed over the past 20 years. As expected, the
number of replays increased dramatically, as well as different replay angles of the
same play. In the 1980 Kansas City-Houston game, there were only 18 replays
used during the course of the game, with no replay being shown more than once.62
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These replays were shown either after fouls or leading to commercial breaks. In the
1983 playoff game, the numbers jumped to 35 replays, including three from two
angles.63
Surprisingly, in the 1987 NBA Finals game, there were only 19 replays used
during the game, and there were none used of the same play.64 The format was
consistent with the earlier games though. The replays were used only during
timeouts or after fouls, and they were accompanied by the analysis of the color
commentator. In the 1991 NBA Finals, the number of replays jumped to 38, with
nine of the replays being of the same play from a different angle. These same plays
were shown from the four different angles that are now used in each basketball
game: under-the-basket, sideline, overhead, and the reverse angle.65 In the 1998
NBA Finals, the numbers increased to 60 different replays, including 12 of the same
play.66 This number was significantly higher only because the game went into
overtime, and with each play an important one, 15 replays were shown in overtime.
That meant there were 45 replays used during the course of the four-quarter game,
a number only slightly higher than the total of 38 in Game Four of the 1991 NBA
Finals.
Replays are not only used to show what happened, but to breakdown why a
play occurred. In the early 1980s, the use of a chalkboard for the color analyst to
use to diagram a play was nonexistent. In the 1987 NBA Finals however, Tom
Heinsohn used the CBS chalkboard to diagram Boston forward Kevin McHale
passing out of a triple-team to a wide open teammate for a dunk.67 In the 1998
NBA Finals, NBC used freeze frames and spot shadows to show Utah's offensive
tendencies and to show how the Jazz defended against Michael Jordan.68
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Graphics
Graphics have evolved over the last 20 years in NBA coverage as well. In
the late 1970s and early 1980s, the only graphics used were the score graphics and
the shot clock graphic, which usually appeared as the shot clock went under 10
seconds. The game clock was usually shown when the first and second halves
wound down to under two minutes. In the 1987 NBA Finals, the use of graphics
expanded to include fast break points for both teams and high scorers for each team.
In the 1991 NBA Finals, additional graphics were added that included shooting
percentages for each quarter, scoring by quarters, blocked shots, and other key
statistics. There was also the use of a graphic comparing players at the same
position and the star players of each team. This use of graphics was consistent in
the 1998 NBA Finals, with only a couple of minor changes. First, NBC displayed a
graphic showing the statistics of Utah's highly successful pick-and-roll play during
the first quarter. There was also a graphic introduced that compared a player's rest
in game minutes to the total actual minutes of rest. In addition, there was a graphic
of a shot chart shown for each team's best player, with the blue dots showing his
misses and the red dots showing his makes.69 All of these graphics demonstrated
NBC's desire to get viewers to see the important aspects of the game, and to
provide them with constant reminders of why one team was beating the other.
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Halftime Coverage
NBA halftime shows have changed the most since the early 1980s, when
CBS aired an interview at halftime. Since then, the halftime interview has remained
an important staple of the halftime show. But there is also analysis of the game
itself, by the studio hosts as well as the announcers. The format has changed so that
the studio hosts break down the first half, followed by a feature or
interview. Then the game announcers break down the results of the first half more
specifically with the aid of replays and graphics. The halftime shows from each of
the five games reviewed will be analyzed in terms of content to see how much the
format has changed since 1980.
Content
The content of halftime shows for the NBA has changed drastically since
1980. In the Kansas City-Houston game from that year, CBS' halftime show
consisted of a conversation between Brent Musburger and Bill Russell about NBA
centers. There were no highlights or interviews with players, just Musburger and
Russell chatting on a golf course in San Diego.70 As television coverage evolved,
halftime coverage changed as well. The CBS halftime interview and three-on-three
contests were replaced by more game-oriented features and more analysis of the
first half results.
In the Boston-Milwaukee playoff game in 1983, announcers Eddie Doucette
and John McGlocklin discussed the first half and the strategy to be used in the
second half. Doucette noted that Ainge and Wedman from Boston had been
the best players in the first half, but Milwaukee had the advantage in rebounding.
Doucette also noted that Boston's inside defense had taken the Bucks out of their
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game and forced them to shoot from the outside, which they were unsuccessful in
doing. He also noted that if not for Bird's absence, Wedman would not have had as
much of an opportunity to play in the first half as he did.71
In the 1987 NBA Finals, Dick Stockton and Tom Heinsohn described the
strategies for both teams before the second half started.72 In the 1991 NBA Finals,
Bob Costas started the halftime show by listing the leading scorers for each team.
He added that Johnson's assist-to-turnover ratio had improved in the first half from
the first three games of the series. Then Costas asked Pat Riley to assess the
Laker's problems in the first half. Riley cited that the Lakers top three players were
not getting support from anyone in the scoring department, and that the Bulls were
outworking the Lakers in the rebounding area. In addition, Costas and Riley
interviewed retired Laker legend Kareem Abdul-Jabbar, asking him questions
ranging from what he felt the Lakers chances were in the series to what Abdul-
Jabbar had been doing since he retired. After the conclusion of the interview, NBC
presented a segment in which Riley predicted the trends in the 1990s, from the
player of the decade to the coach and team of the decade.73
After a commercial break, Albert and Fratello assessed the first half for the
Lakers. Fratello pointed out that the Lakers had struggled with their shooting and
had no production from their shooting guards, and forward Sam Perkins had not
produced as well. Two graphics were shown to support this. First, a graphic on
the shooting percentages and Perkins' struggles from the field was shown, followed
by a second graphic on the rebounding situation, with A.C. Green's team-high seven
rebounds singled out. After another commercial break, sideline reporter Steve
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Jones interviewed Laker coach Mike Dunleavy on how the Lakers could remedy
their first-half problems. This interview coincided with the start of the second half.74
In the 1998 NBA Finals, the halftime format changed slightly. Studio host
Hannah Storm was joined by three others at the table--former NBA players Bill
Walton and John Salley, and New York Post writer Peter Vecsey. Storm began the
halftime show by noting that Jordan had accounted for half of Chicago's 40 first-half
points, then she added that the Utah bench had outscored Chicago's bench 16-4.
Next, Vecsey interviewed Chicago head coach Phil Jackson on the impending
breakup of the Bulls. The interview was interspersed with images of the Bulls'
previous championships, as well as images of Jordan, Pippen, and Jackson. After
the interview, Storm asked Vecsey to comment on the possibility that the 1998
Bulls would be broken up whether they won the championship or not.75
After a commercial break, Bill Walton assessed the first half. He
commented on Utah's dominant bench play, and as he did so replays of Utah guard
Howard Eisley and forward Shanden Anderson were shown to the audience. Next,
a graphic was displayed showing Anderson and Eisley's scoring for the first half.
John Salley then commented on Dennis Rodman's first half and the fact that he had
five rebounds despite the thumb injury. As Salley talked, a replay was shown of
Rodman grabbing a rebound one-handed. Salley also noted that Rodman had
played good defense on Karl Malone in the first half. Storm then broadcast French
Open results from earlier in the day and promoted NBC's French Open coverage for
the weekend, before going to a commercial break.76 The opening image as
NBC returned from its commercials was of Stockton walking back onto the court
while Costas gave his first-half statistics. Costas gave Jordan's first-half numbers as
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the camera switched to Jordan exiting the locker room. After that, a graphic on
first-half trends was shown in which it was reiterated that Jordan had half of
Chicago's first-half points, and Chicago teammates Toni Kukoc and Scottie Pippen
had struggled from the field. Utah's first-half trends were Stockton and Eisley's
first-half contributions, as well as Utah's 12-4 edge over Chicago in the fast-break
department. Collins then went to the telestrater and diagrammed a pick-and-roll
play from the first half that left Stockton with a wide-open shot, which he made. A
pie graph of Utah's scoring in the first half was shown, as well as a shot chart of
Stockton's misses and makes in the first half. This was followed by a pie chart of
Chicago's first-half scoring, as well as Jordan's shot chart for the first half. Thomas
provided the voice-over for these graphics, as he read to the viewers what they
could see on the screen.77
After the commercial break, sideline reporter Ahmad Rashad reported from
the Bulls' bench that Phil Jackson told the team to stop Utah's screen-roll, to keep
controlling the offensive tempo, and to look for the open man when Jordan was
double-teamed. Jim Gray countered with a report from the Utah bench that coach
Jerry Sloan had admonished his team's first-half defensive effort and that he wanted
more double-teams on Jordan. This last report transpired as the second half
began.78
Postgame Coverage
With regular programming almost always following NBA coverage on
national television, postgame shows are usually not very long. The format has
changed very little since the early 1980s, when postgame interviews were
conducted with players and announcers revealed key statistics. Depending on the
127
time and the day the NBA games are telecast, the postgame show can be very long
or brief in its duration.
Content
At the conclusion of the 1980 Kansas City-Houston regular-season game,
announcer Frank Gleiber noted the records for each team and a graphic was flashed
that showed the second half of CBS' NBA doubleheader.79 This was the extent of
the postgame coverage for that game, since viewers were immediately switched
following the commercial to the second game of the doubleheader. At the end of
the 1983 Boston-Milwaukee game, Eddie Doucette noted Milwaukee had
outscored the Celtics in the third and fourth quarters, and he especially emphasized
the Bucks' 21-9 spurt in the fourth quarter to win it. He also noted that it was
Bucks guard Sidney Moncreif's runner in the lane that clinched it for the Bucks, and
center Bob Lanier's free throw put the game out of reach for Boston.80
Doucette rationalized that Bird's absence and Boston's shortened bench on
such a humid day wore the Celtics down at the end of the game. Doucette also
remarked that Milwaukee's rebounding advantage was a key factor as well.
McGlocklin conducted two postgame interviews with Bucks' players about the
come-from-behind victory, then the broadcast team signed off for the night.81
After Game Five of the 1987 NBA Finals ended, sideline reporter James
Brown interviewed Celtic guard Danny Ainge about Boston's chances of winning
Game Six and about his performance in Game Five. After a commercial break,
studio host Brent Musburger listed the scoring leaders for the Celtics and Lakers.
This was accompanied by a graphic of the box score for each team.82 Game Four of
the 1991 NBA Finals ended with hardly any postgame coverage. Marv Albert
128
simply recapped the high scorers for both teams, as well as the key statistic that
Chicago had outshot the Lakers 53 percent to 37 percent. Albert also noted that
the Lakers had received no production from forward Sam Perkins, who made just
one out of fifteen shots for the game. As Albert recounted these statistics, slow
motion replays of Michael Jordan driving to the basket were shown. Jordan was
selected as NBC's "Player of the Game."83
The postgame show for Game One of the 1998 NBA Finals started with a
replay of the last play of overtime, in which Scottie Pippen missed the potential
game-tying shot. Jim Gray interviewed Karl Malone immediately after the game
ended, and highlights of Malone's performance were shown. Ahmad Rashad
interviewed John Stockton, and again NBC showed replays of Stockton's
performance during the game. Costas wrapped up the coverage with the statistic
that Chicago had lost its last four road playoff games, and he set up the rest of the
night's programming and the schedule for the next game as highlights of key plays
from the game were being shown. An extended postgame show was broadcast on
CNBC, which is not available nationally.84
Conclusion
The overall results of the changes made in NBA broadcasts over the years is
that the games are presented in a more sophisticated manner than they ever were
before. The pregame and postgame shows are used to highlight significant plays
and individual performances that contributed to team success. Also, the important
factors that announcers feel decided the outcome are relayed to the audience. The
use of multiple replays and various camera angles allows viewers to see the action
more clearly, and to see what occurs away from the ball as well. The detailed
129
1. Steve Gelman, "Network Basketball," TV Guide 19 March 1977, p. 36.
2. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
3. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
4. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
5. NBA on NBC: Game One 1991 NBA Finals. Los Angeles: NBC 1991.
6. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
7. NBA's Greatest Games: Game Five 1976 NBA Finals. New York: NBA Properties 1995.
8. NBA's Greatest Games: Game Six 1977 NBA Finals. New York: NBA Properties 1995.
9. NBA's Greatest Games: Game Seven 1979 Eastern Conference Finals. New York: NBAProperties 1996.
10. NBA's Greatest Games: Game Five 1976 NBA Finals. New York: NBA Properties1995.
11. Tony Kornheiser, "A Voice Crying in the Wilderness," Sports Illustrated 25 April 1983,p. 84.
12. ibid, p. 94.
13. NBA's Greatest Games: Game Five 1976 NBA Finals. New York: NBA Properties1995.
14. NBA's Greatest Games: Game Seven 1979 Eastern Conference Finals. New York: NBAProperties 1996.
graphics and game themes reiterated by announcers show viewers what to look for
when the game's outcome is decided. Announcers provide more detailed analysis
on replays and after baskets to let viewers know how a play was made successful or
how a play failed. Finally, the use of sideline reporters allows the audience to
learn about injury information and team strategies during the course of a game. All
of these advances have made for more sophisticated and detailed coverage of the
NBA.
Notes
130
15. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
16. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
17. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
18. ibid.
19. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
20. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
21. ibid.
22. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
23. ibid.
24. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
25. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
26. ibid.
27. ibid.
28. ibid.
29. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
30. ibid.
31. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
32. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
33. ibid.
34. ibid.
35. ibid.
36. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
37. ibid.
38. ibid.
39. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
40. ibid.
131
41. Jack Craig, "Kudos to CBS for NBA," The Sporting News 13 June 1983, p. 9.
42. Skip Myslenski & Linda Kay, The Chicago Tribune 26 May 1986, p. C2.
43. Larry Stewart, "He's Long Retired, But Laker Fans See Heinsohn in Green," Los AngelesTimes 22 May 1987, Part 3, p. 3, Column 1.
44. 1987 Playoffs: Boston vs. Los Angeles. Secaucus, NJ: NBA Entertainment, Inc. 1987.
45. ibid.
46. ibid.
47. Leonard Shapiro, "NBC Is Windy and Not at Peak in Chicago-Utah Finals Coverage," The Washington Post 8 June 1997, p. D12.
48. Richard Sandomir, "Reporter or Celebrity Pal? Rashad Is Giving Jordan A Free Ride," The New York Times 21 May 1996, p. B11, column 2.
49. Joe Pollack, "NBA Finals Terrific, NBC Coverage Horrific," St. Louis Journalism ReviewJuly-August 1998, v28, p. 7.
50. Milton Kent, "NBC's Coverage Somewhat New, Much Improved," The Baltimore Sun 5June 1998, p. 2D.
51. Rudy Martzke, "Thomas Learning on Job as NBC's NBA Analyst." USA Today 11March 1998, p. 2C.
52. NBA on NBC: Game One of the 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
53. ibid.
54. ibid.
55. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
56. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
57. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
58. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
59. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
60. NBA's Greatest Games: Game Six 1977 NBA Finals. New York: NBA Properties 1995.
61. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
62. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
132
63. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
64. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
65. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
66. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
67. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
68. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
69. ibid.
70. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
71. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
72. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
73. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
74. ibid.
75. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
76. ibid.
77. ibid.
78. ibid.
79. NBA on CBS: Kansas City at Houston. Secaucus, NJ: NBA Entertainment, Inc. 1980.
80. 1983 Playoffs: Boston vs. Milwaukee. Secaucus, NJ: NBA Entertainment, Inc. 1983.
81. ibid.
82. 1987 Playoffs: Boston vs. Los Angeles Game 5. Secaucus, NJ: NBA Entertainment, Inc.1987.
83. NBA on NBC: Game Four 1991 NBA Finals. Los Angeles: NBC 1991.
84. NBA on NBC: Game One 1998 NBA Finals. Salt Lake City, Utah: NBC 1998.
133
CHAPTER 10DISCUSSION AND IMPLICATIONS
The study of the NBA's national television history revealed that there have
been fluctuations in interest in the league on television. In the 1950s, the NBA was
an unknown commodity that was unattractive to networks and viewers alike
because of the slow pace of the game. It took a nationally televised display of the
NBA product to convince owners that the league would never survive without
major changes. The shot clock was adopted the following season, and the
improvement was seen immediately.
In the 1960s, the NBA boasted some of its best players for any one era.
However, ratings were lukewarm at best, and NBC dropped NBA games from its
lineup in the early part of the decade. A new commissioner and ABC put the NBA
back on television, but there was concern that would last into the 1970s that
television simply could not capture the nuances of basketball. The '60s also saw the
emergence of two rival leagues as competition for the NBA, the ABL and the ABA.
The ABL folded after only a year-and-a half, but the ABA, established in 1967,
competed with the NBA for college and professional talent. NBA expansion and
the competition with the ABA thinned out the talent base for the professionals,
leaving too many bad teams and not enough good players.
In the 1970s, the NBA started out promisingly. The Knicks had won their
first championship, and basketball was being hailed as "The Sport of the '70s." The
league changed networks in the early part of the decade, switching from ABC to
CBS. The ratings were suffering however. When the NBA and ABA finally
merged in 1976, experts believed that all of the NBA's problems would be solved.
134
Instead, the problems worsened. Writers believed the problems were image-related,
and they cited everything from escalating salaries to the perception that the NBA
was a "black"league and a drug-infested league. Writers could not understand how
a league that had more skillful players to showcase than ever before was dying. At
the end of the decade, the NBA playoffs were shown on tape-delay due to a lack of
interest.
In the early 1980s, the NBA's problems continued. The Finals were still
being shown on tape-delay, and the league ratings were still low. Then, in 1984, the
Celtics and Lakers met in the NBA Finals, which featured a Larry Bird versus
Magic Johnson showdown. The seventh game produced the highest NBA ratings
ever, and the league, behind new Commissioner David Stern, began to flourish.
Among the reasons cited for the league's revival were the institution of a salary cap
and a landmark drug policy, as well as Stern's focus on marketing the players. The
addition of new superstars like Michael Jordan and Charles Barkley elevated the
NBA's status.
By the time the 1990s began, the NBA was the most popular league in
sports. Michael Jordan assumed the mantle of Bird and Magic as television's most
bankable athlete. He led the Bulls to six championships during the decade, and the
two non-Bulls Finals generated low ratings in contrast to those that the Bulls
participated in Jordan has appeared in 11 of the 15 highest-rated games in NBA
history, and the NBA has negotiated its largest television contracts during Jordan's
career.
There were several key games in NBA history that helped or hindered the
league's relationship with television. The 1954 playoff game between the Knicks
135
and Celtics was cited as a nationally televised game that forced league officials to
make a rule change that would impact the game. Danny Biasone's 24-second clock
saved the NBA, and the results were seen immediately.
Game One of the 1956 NBA Finals between the Philadelphia Warriors and
the Fort Wayne Pistons was significant because it was the first nationally televised
NBA Finals game. The game is now forgotten, but it established a television first
for the NBA. However, it was another game in 1970 that would elevate the
league's status like no game before it.
In 1970, the New York Knicks won their first-ever championship, and with
it brought the league more attention than it had ever received before. Game Seven
of the 1970 NBA Finals was also memorable because it became the "Willis Reed
Game." It was called that because the image of Reed limping onto the court before
the game began remains one of the most famous images in league history.
However, the excitement generated by the Knicks' championship was short-lived,
and it would be 14 years before the NBA would enjoy another popularity surge.
Game Seven of the 1984 NBA Finals was significant because it was the
highest-rated game in league history at that time. It also ushered in the Magic-Bird
era, as the two players credited with saving the NBA would meet three times for the
championship in four years. Their 1987 meeting would be the highest-rated NBA
Finals series in history, until the Bulls-Suns Finals in 1993.
Game One of the 1991 NBA Finals was significant because it was Michael
Jordan's first Finals game ever, and because it came against Magic and the Lakers.
The torch was passed to Jordan as the Bulls won, and he would lead Chicago to six
136
NBA titles in the '90s. Jordan also has left his mark on television, as the Bulls
annually draw the league's highest ratings.
In addition to these key games, a comparison was made between NBA
games from the 1980s and those of today. It was found that in '90s telecasts there
are more replays, more sophisticated graphics, and more detailed analysis than in the
past. There also are more announcers than ever before, and the hype surrounding
the games has increased as well.
Perhaps this is the best indication of how far the league has come on
television, with the NBA Finals garnering as much attention as any other major
sporting league championship except the Super Bowl. The NBA has grown in
stature and popularity in the last twenty years, but the doomsayers feel that it might
not survive the loss of Jordan and the possible elimination of an entire season due to
a lockout.
Implications
It was found that television had a significant impact on not just the NBA,
but print journalism and broadcasting as well. In regards to the three questions
asked in the methodology section, it was determined that the NBA made many rule
changes to improve its image on the medium as well as to improve ratings. For
instance, during the 1950s the implementation of the 24-second clock is widely
regarded as the one change that saved the league because it eliminated the stalling
tactics that turned off viewers and the networks during the early 1950s. Other rule
changes, such as the limitation of the number of fouls a team could commit per
quarter and the elimination of the bonus free throw, were made in the interest of
"speeding up the game" for television viewers. Finally, the introduction of the
137
three-point shot and the elimination of hand-checking allowed for a more wide-open
style of basketball, which increased scoring and in turn would attract viewers.
Television also changed the way sportswriters covered the games. Before
television was introduced, a minority of fans could actually see the games they were
interested in. Even when radio was the primary medium of information, journalists
were able to provide accounts of what happened during the games in order to paint
a picture for the sports fan. With the advent of television, fans were able to see
their teams perform when they wanted. This shifted the focus of sportswriting from
simply recapping the key moments in a game to providing more analysis of how a
team won.
Also, sportswriters were forced to inspect the personal lives of the athletes
they covered in order to provide a different aspect of coverage. In addition,
financial and legal information was disseminated to readers as writers continued to
find new angles of the games to explore. The NBA was not immune to these
changes in print journalism, and in today's sports pages there is as much information
about arrests and salary problems as there is coverage of the games themselves.
Writers were forced to diversify their coverage in order to present new information
to the sports fans that he could not get from simply watching the game.
As for the last question, television changed the way broadcasters presented
the games to the public. During the radio age, announcers were allowed to
embellish the truth since the avid fan could not see the plays as they occurred and
had to rely solely on the announcers to provide information. Once television
arrived, broadcasting had to become more precise and more analytical.
138
Like print journalists, broadcasters had to provide viewers with something
additional because the viewers could see what was unfolding on the screen. So
announcers began to analyze what had occurred to make a particular play
successful. This was done through the use of replays from various camera angles to
show viewers exactly what the announcers had seen and why they felt a particular
play had been successful. The best insight was reserved for the ex-player who
became the color analyst for the networks, since he had the credibility to tell
viewers what the athletes were thinking when they made certain plays since the
analyst had been in those situations before. Announcers also highlighted key areas
of the game where they felt one team was superior than another, and they used
these key points to inform viewers how the games would be won or lost. This was
done through the use of graphics, which in the 1990s has evolved to include
statistics such as points scored for a team while its star player rested, and shot
charts that follow the performances of key players.
139
APPENDIX ANBA FRANCHISES BY DECADE SINCE 1946
NBA in 1946-47:
Eastern Division: Western Division:
Washington Capitols Chicago Stags (1948-49)Philadelphia Warriors St. Louis Bombers (1948-49)New York Knickerbockers Cleveland Rebels (1946-47)Providence Steamrollers (1948-49) Detroit Falcons (1946-47)Toronto Huskies (1946-47) Pittsburgh Ironmen (1946-47)Boston Celtics
Dates in parentheses denote last season of play for each team
1950-51:
Eastern Division: Western Division:
Philadelphia Warriors Minneapolis Lakers(1948)$Boston Celtics Rochester Royals (1948)$New York Knickerbockers Fort Wayne Pistons (1948)$Syracuse Nationals (1949)$ Indianapolis Olympians(1948-53)Washington Capitols* Tri-Cities Blackhawks (1949)
* Folded midway through seasonParentheses denote years teams entered the league, Indianapolis operatedfrom 1948-49 season to 1952-53$ NBL teams that joined the BAA to form the NBA in 1948-49 and 1950-51
140
1960-61:
Eastern Division: Western Division:
Boston Celtics St. Louis Hawks $Philadelphia Warriors Los Angeles Lakers *Syracuse Nationals Detroit Pistons >New York Knickerbockers Cincinnati Royals <
$ Moved from Milwaukee (1951-1955) prior to 1955-56 season* Moved from Minneapolis prior to 1960-61 season> Moved from Fort Wayne prior to 1957-58 season< Moved from Rochester prior to 1957-58 season
1970-71:
Eastern Conference Western ConferenceAtlantic Division: Midwest Division:
New York Knickerbockers Milwaukee Bucks (1968)Philadelphia 76ers * Chicago Bulls (1966)Boston Celtics Phoenix Suns (1968)Buffalo Braves (1970) Detroit Pistons
Central Division: Pacific Division:
Baltimore Bullets < Los Angeles LakersAtlanta Hawks > San Francisco Warriors $Cincinnati Royals San Diego Rockets (1967)Cleveland Cavaliers (1970) Seattle Supersonics (1967)
Portland Trail Blazers (1970)
Parentheses denote years teams began play* Moved from Syracuse prior to 1963-64 season> Moved from Milwaukee prior to 1968-69 season
$ Moved from Philadelphia prior to 1962-63 season< Founded in 1961 as Chicago Packers; renamed the Zephyrs in 1962;moved to Baltimore in 1963
141
1980-81:
Eastern Conference Western ConferenceAtlantic Division: Midwest Division:
Boston Celtics San Antonio Spurs *Philadelphia 76ers Kansas City Kings <New York Knickerbockers Houston Rockets $Washington Bullets > Denver Nuggets *New Jersey Nets * Utah Jazz (1974) +
Dallas Mavericks (1980)
Central Division: Pacific Division:Milwaukee Bucks Phoenix SunsChicago Bulls Los Angeles LakersIndiana Pacers * Portland Trail BlazersAtlanta Hawks Golden State Warriors ^Cleveland Cavaliers San Diego Clippers #Detroit Pistons Seattle Supersonics
* ABA teams that joined NBA in merger in 1976> Moved from Baltimore and renamed the Capitol Bullets in 1973; renamedWashington Bullets in 1974< Moved from Cincinnati to Omaha in 1972; renamed Kansas City in 1975$ Moved from San Diego in 1971+ Founded as New Orleans Jazz in 1974; moved to Utah in 1979^ Moved from San Francisco to Oakland, CA in 1971# Founded in 1970 as Buffalo Braves; moved to San Diego and renamed theClippers in 1978Parentheses denote years teams joined league
142
1990-91:
Eastern Conference Western ConferenceAtlantic Division: Midwest Division:
Boston Celtics San Antonio SpursPhiladelphia 76ers Utah JazzNew York Knickerbockers Houston RocketsWashington Bullets Orlando Magic (1989)New Jersey Nets Minnesota Timberwolves(1989)Miami Heat (1988) Dallas Mavericks
Denver Nuggets
Central Division: Pacific Division:
Chicago Bulls Portland Trail BlazersDetroit Pistons Los Angeles LakersMilwaukee Bucks Phoenix SunsAtlanta Hawks Golden State WarriorsIndiana Pacers Seattle SupersonicsCleveland Cavaliers Los Angeles Clippers *Charlotte Hornets (1988) Sacramento Kings $
Parentheses denotes years teams entered league* Moved from San Diego in 1984$ Moved from Kansas City in 1985
143
1997-98:
Eastern Conference Western ConferenceAtlantic Division: Midwest Division:
Miami Heat Utah JazzNew York Knickerbockers San Antonio SpursNew Jersey Nets Minnesota TimberwolvesWashington Wizards * Houston RocketsOrlando Magic Dallas MavericksBoston Celtics Vancouver Grizzlies (1995)Philadelphia 76ers Denver Nuggets
Central Division: Pacific Division:
Chicago Bulls Seattle Sonics $Indiana Pacers Los Angeles LakersCharlotte Hornets Phoenix SunsAtlanta Hawks Portland Trail BlazersCleveland Cavaliers Sacramento KingsMilwaukee Bucks Golden State WarriorsToronto Raptors (1995) Los Angeles Clippers
* Renamed the Wizards in 1997$ Renamed the Sonics in 1997
Sources: The Sporting News Official NBA Guide: 1996-97 Edition The Official NBA Encyclopedia Professional Sports Team Histories: Basketball
144
APPENDIX BNBA TELEVISION CONTRACTS
NBA Cable Television Contracts
Seasons Station Contract Amount1979-80 to 1981-82 USA $1.5 million/3 years1982-83 to 1983-84 USA/ESPN $11 million/2 years1984-85 to 1985-86 TBS $20 million/2 years1986-87 to 1987-88 TBS $25 million/2 years1988-89 to 1989-90 TBS/TNT $50 million/2 years1990-91 to 1993-94 TNT $275 million/4 years1994-95 to 1997-98 TNT/TBS $352 million/4 years1998-99 to 2001-02 TNT/TBS $890 million/4 years
NBA Network Television Contracts
Seasons Network Contract Amount1953-54 DuMont $39,000/13 games1954-55 to 1961-62 NBC N/A1962-63 to 1972-73 ABC N/A1973-74 to 1975-76 CBS $27 million/3 years1976-77 to 1977-78 CBS $21 million/2 years1978-79 to 1981-82 CBS $74 million/4 years1982-83 to 1985-86 CBS $88 million/4 years1986-87 to 1989-90 CBS $173 million/4 years1990-91 to 1993-94 NBC $600 million/4 years1994-95 to 1997-98 NBC $750 million/4 years1998-99 to 2001-02 NBC $1.75 billion/4 years
Source: The National Basketball Association
145
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BIOGRAPHICAL SKETCH
Mario Ricardo Sarmento was born on May 28, 1975, in Horta, Faial, one of the
Azorian islands off the coast of Portugal. After being graduated from Nova High
School in Davie, FL, in 1993, he enrolled in Florida State University. The author
received his Bachelor of Science degree in media communications at Florida State
University in 1997. He is expected to receive his Master of Arts in Mass
Communication degree from the University of Florida in December 1998. The
author's area of specialization is sports journalism.