New Look for NBA All‑Star Weekend: NBC’s Big Experiment

The NBA has brought its midseason showcase back to NBC after a long absence, hoping the partnership can win over fans old and new. NBC’s return is wrapped in a wave of nostalgia, recalling the 1990s when the league exploded under Bob Costas’s voice and the “Roundball Rock” anthem. The network is also pushing fresh angles, such as a recorded interview with Michael Jordan that stitches together moments from the past. Viewership numbers have jumped, with games on NBC averaging 2. 6 million viewers this season—almost double the previous year’s figures. To attract younger audiences, NBC is streaming select games on Peacock and adding digital content with analysts like Kenny Beecham and Austin Rivers. Their social media channels have earned more than 1. 4 billion impressions, growing followers by 59 percent so far. This year’s All‑Star weekend in Los Angeles marks a shift away from the format that TNT Sports had used last season. Instead of the usual showcase, the NBA has chosen a Team USA vs. World round‑robin tournament with shorter games. NBC, taking over the rights from TNT under an 11‑year deal, sees this as a chance to refresh the event and align it with its “Legendary February, ” which also hosts the Super Bowl, Winter Olympics, and other marquee sports.NBC’s production team has made several practical changes. The All‑Star Saturday night begins earlier, launching with the Three‑Point Contest that starts right after a quick player intro. Commercial breaks and timeouts match playoff lengths to keep the flow tight, avoiding long interruptions that occurred in past broadcasts. The Rising Stars Challenge and HBCU Classic will air exclusively on Peacock, further pushing the streaming platform. The network is also testing new viewing experiences. A weekly “On the Bench” broadcast places color commentators on each team’s bench, while a mobile‑first Courtside Live feature offers immersive camera angles. NBC will employ over 50 cameras, including super‑slow‑motion shots from a basket stanchion, to deliver high‑quality visuals. If the experiment succeeds, NBC and the NBA hope to make All‑Star a staple midseason highlight again. They will monitor ratings, fan feedback, and detailed metrics to decide whether the Team USA vs. World format stays for future years.