Adam Silver was a guest on Dan LeBatard’s show. While speaking to the former ESPN analyst, Silver noted that the NBA is the only basketball league in the world that plays 12-minute quarters. In an effort to expand the NBA globally, and make their games easier to consume for the television audience, Silver would like to reduce the quarter length from 12 minutes to 10 minutes.
“I’m probably in the minority, but as we get more involved in global basketball, the NBA is the only league that plays 48 minutes. I am a fan of four, 10-minute quarters. I’m not sure that many others are. Putting aside what it means for records and things like that, I think a two-hour format for the game is more consistent for the modern, television audience.”
“People in the arenas aren’t asking us to shorten the games. But as a television program, being two hours… Olympic basketball is two hours, college basketball is two hours… It’s such a dramatic change to the game. I think something like that would have to be talked about more.”
These comments are the latest in an effort from the NBA Commissioner to try and get ahead of the ratings discourse. Most recently, during an appearance on Shaquille O’Neal’s podcast, Silver vowed to address the issue of ‘too many 3-pointers’ after repeated fan and analyst complaints.
Furthermore, he also explained that the NBA’s television viewership is down due to the 18-49 demographic’s television viewing habits as it pertains to traditional cable. The NBA has seemingly been turning things around, as they had their most viewed slate of Christmas Day games in five years.
Should The NBA Consider 10-Minute Quarters?
With Adam Silver mentioning publically the idea of 10-minute quarters, it is clear that the NBA is at least considering the idea. And given that the rest of the world adheres to this format, whether it be the NCAA college basketball, Olympics and FIBA basketball, or the Euroleague. Aligning with this format could make it an easier transition for a global audience to start watching the NBA.
Furthermore, the NBA could also conserve the energy of their athletes with shorter quarters, leading to more intense and competitive basketball during all four quarters. And if the NBA can consolidate their in-game programming to be more efficient, it could mean games last shorter, allowing for the audience to stay tuned in.
However, NBA fans, like fans of any entertainment or sports product, are very averse to change. Forcing such a drastic change in the rules could alienate a large chunk of the audience, especially those who are from the older generation and don’t want to see the game change.
This is something that the NBA will have to deliberate on going forward and make a decision after consulting the executives and doing some heavy audience research and focus testing. But 10-minute quarters could soon become a reality in the NBA, regardless of how fans feel about them.
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