The NBA’s Broadcast Takeover: Why Hollywood Should Be Worried
If you’ve noticed fewer reruns and more basketball on your TV lately, you’re not alone. The NBA just announced an expanded broadcast schedule for the 2026-2027 season, with ABC and NBC adding 11 more games to their lineup. That’s 90 games in total—a significant jump from last year’s 79. But here’s the kicker: this isn’t just about sports fans getting more hoops. It’s about a seismic shift in how broadcast TV is being used, and what it means for Hollywood’s creative class.
The NBA’s Win: Exposure and Momentum
From the NBA’s perspective, this is a no-brainer. Live sports are one of the few things that still draw consistent, reliable ratings in an era dominated by streaming. Personally, I think what makes this particularly fascinating is how the league is leveraging broadcast TV to maintain its momentum. Last season’s ratings were up, thanks to storylines like the New York Knicks’ championship defense and LeBron James’ move to Philadelphia. By securing more airtime, the NBA is doubling down on its ability to capture eyeballs—and advertisers’ dollars.
But here’s where it gets interesting: while the NBA is celebrating, Hollywood is quietly fretting. Those 11 additional games aren’t just appearing out of thin air. They’re replacing original programming and reruns, which means fewer opportunities for writers, actors, and other creatives to showcase their work. What many people don’t realize is that reruns, especially on broadcast TV, are a lifeline for residual payments. As those slots disappear, so does a critical revenue stream for the creative class.
The Networks’ Gamble: Predictability Over Creativity
For NBC and ABC, this deal is about predictability. NBA games may not always outpace original programming in ratings, but they’re a known quantity. Advertisers are willing to pay big bucks for live sports because they deliver a captive audience—something scripted shows can’t always guarantee. From my perspective, this is a symptom of a larger trend: the slow but steady decline of entertainment programming on broadcast TV. As streaming platforms continue to dominate, networks are clinging to sports as their last bastion of reliable revenue.
But this raises a deeper question: what happens when sports become the only game in town? With the NBA deals locked in for another decade, and the NFL, NHL, MLB, and PGA Tour all eyeing their share of the pie, we could see billions more dollars flowing from Hollywood to league offices. If you take a step back and think about it, this isn’t just about TV schedules—it’s about the cultural and economic power of sports versus storytelling.
The Bigger Picture: Hollywood’s Creative Squeeze
What this really suggests is that Hollywood’s creative class is getting squeezed from multiple angles. On one side, streaming platforms are prioritizing reality TV and international content over expensive scripted shows. On the other, broadcast networks are handing over prime-time slots to sports leagues. A detail that I find especially interesting is Bob Iger’s recent move to purchase the Los Angeles Lakers. Is this a sign of where the industry’s power players see the future?
In my opinion, this isn’t just a business story—it’s a cultural one. Sports have always been a part of the American TV landscape, but their dominance is now reshaping the industry in ways we’re only beginning to understand. As someone who’s watched Hollywood evolve over the years, I can’t help but wonder: what happens to our storytelling traditions when the screen is dominated by dunks and touchdowns instead of dramas and comedies?
Looking Ahead: A Future Dominated by Sports?
If current trends continue, we could be looking at a future where broadcast TV is almost entirely sports-driven. Streamers are already pushing into live sports, and with deals like the NBA’s setting the pace, it’s hard to see how Hollywood’s creatives will compete. One thing that immediately stands out is the irony here: just as streaming was supposed to democratize content creation, traditional TV is becoming less accessible for writers and actors.
Personally, I think this is a wake-up call for the industry. Hollywood needs to find new ways to innovate and reclaim its space, whether through international markets, alternative distribution models, or fresh storytelling formats. Because if it doesn’t, the only stories we’ll be watching will be the ones unfolding on the court—not the screen.
Final Thoughts
The NBA’s expanded broadcast schedule is more than just a scheduling change; it’s a symbol of a broader shift in media priorities. As sports continue to dominate the airwaves, Hollywood’s creative class is being pushed to the sidelines. What makes this particularly fascinating—and concerning—is how quietly this transition is happening. If we’re not careful, we might wake up to a TV landscape that’s unrecognizable, and not in a good way.
So, the next time you tune into an NBA game on ABC or NBC, remember: you’re not just watching basketball. You’re witnessing the future of television. And in my opinion, that future looks a lot less creative than the past.
