NBA TV producers faced "the ultimate challenge" in pivoting from using advanced technology and 60 cameras for one live game to smartphone footage shot by family members and spotty WiFi to capture a HORSE competition.
But it represented a challenge they were willing to meet to satisfy fans’ desires for live competition during the coronavirus pandemic that has forced people all over the world to stay inside.
“To go from the way we’ve produced better and better for almost 50 years, in large arenas with a full-broadcast set-up — we’re talking 60 cameras, a sky cam, a rail cam — to almost having to revert that content to produce the smallest show possible was like a complete 180 for us,” said Paul Benedict, NBA’s associate vice president for broadcasting content management.
“We had to lean on things we’ve learned from our social media focus on cell phone shots to bring fans closer, in a familiar way. We were basically tying an iPad to a ladder for a lot of these shots. It was all in the spirit of being innovative and helping to give fans that sense of emotional attachment during a time when the NBA playoffs would be airing.”
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The NBA, which suspended its season March 11 following the positive COVID-19 test of Utah Jazz player Rudy Gobert, has been at the forefront of sports leagues trying to reach fans in unique ways during these unprecedented times.
It conducted live competitions — first with the NBA 2K Players Tournament at the beginning of the month and last week with a HORSE tournament. The winner of each — Devin Booker (2K) and Mike Conley Jr. (HORSE) got a $100,000 and $200,000 prize, respectively, to donate to a charity focused on coronavirus relief.
But making it work hasn't been easy. During the HORSE competition some had to deal with rain and wind. NBA legend Paul Pierce ran out of power and needed an extension cord during his competition — causing a delay of several minutes.
"We were scrambling for ideas, trying to figure out how to keep our fans engaged during these times," said Aldo DiCuffa, NBA TV’s senior vice president for programming management. "We asked, ‘How can we have some of the excitement of live games without being able to show live games?’ We already know there’s a huge library of classic games, but at some point, the viewers want something new and original.
“It felt important for us to show our fans our players and their personalities competing with each other, and we got that with NBA 2K (Players Tournament). With that, it was something where we don’t have a crew able to set everything up so it was sending the players game kits to their individual homes so they’d have all the appropriate things and a number to call if they needed assistance.”
The NBA partnered with ESPN for both events. In the HORSE competition, ESPN producers used Zoom’s two-camera set-up with tablets and phones serving as the main cameras. The main camera was attached to a step-ladder or patio table depending on the location. The second was used by a family member.
ESPN NBA senior coordinating producer Tim Corrigan, director Jimmy Moore, and their small staffs then worked with each player to capture their shots, while producing from their own homes.
“The goal was to provide a distraction for basketball fans who were looking to see NBA and WNBA stars compete in a safe, socially responsible manner,” ESPN vice president Mike Shiffman said.
The NBA showcased the 2K and HORSE tournaments to 40 international partners, on a global scale, and has plans to either host similar tournaments in the future or devise new creative approaches.
The main goal for new content is centered on coronavirus relief, the NBA executives said. The league’s “NBA Together” campaign, which aims to keep communities socially connected through digital tools and amplify the latest global health and safety information, has helped raise $76 million to support relief efforts and generated nearly 5 million meals for food-insecure populations.
“The challenges are that none of us are used to working this way,” DiCuffa said. “Compared to producing NBA games, this is interesting and challenging. But it’s also exciting to try to put out original content when fans seem to be happy to just see any form of competition.”
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