Amazon Prime's foray into NBA playoff coverage has been a peculiar and somewhat alienating experiment in anti-TV. The retail giant's streaming arm, Prime Video, secured the rights to air a Game 7 in the Eastern Conference semi-final series between Detroit and Cleveland, marking a significant moment in its partnership with the NBA. However, the actual broadcast fell flat, lacking the excitement and charm one would expect from such a high-stakes game. The pre-game highlights featured an interview with Shai Gilgeous-Alexander, the MVP, which was conducted in a movie theater setting, adding to the bizarre atmosphere. The halftime show, hosted by Taylor Rooks, featured former players like Dirk Nowitzki and Steve Nash, who delivered lines with little conviction, making the entire production feel more like a corporate meeting than a basketball spectacle. Prime Video's technical difficulties, such as buffering and audio-video mismatches, further detracted from the viewing experience. The absence of the lively and engaging atmosphere of Inside the NBA, which has become the pre-eminent sports talk show, was stark. The show's stars, like Charles Barkley and Shaq, have developed a unique verbal jazz that is now the show's signature, which was sorely missed on Prime Video. The NBA's new media deal, which spreads live basketball across various platforms, has caused some disruption to the traditional viewing experience. The cost of accessing premium live sports on streaming services is also increasing, making it more challenging for fans to enjoy the sport. The NBA's focus on market growth and its relationship with investors, rather than the fan experience, is a growing concern. Prime Video's experiment in anti-TV has given us a glimpse into the future of sports broadcasting, where the viewerless future may be closer than we think. The NBA's hosannas about market growth are more for the underwriters in the corporate box than for the fans on the couch. As sports become more exclusive and expensive, the question arises: will professional sports slip behind the curtain of wealth and celebrity for good?
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