Amazon Prime’s NBA playoff coverage was an alienating, strangely visionary experiment in anti-TV

The streamer has given us a broadcast so powerfully isolating it effectively anticipates sport’s viewerless future

Game 7 in the NBA playoffs: a chance to kick back, enjoy the drama of a winner-takes-all shootout between basketball’s big beasts, and … switch over from your regular TV provider to Amazon Prime? The excitement drains from the occasion at the first touch of the remote. Amazon no doubt imagined it had landed a real coup when the Eastern Conference semi-final series between Detroit and Cleveland extended to its maximum length, thereby handing the retail giant’s streaming arm, Prime Video, the right to air a Game 7 in the first season of its partnership with the NBA. In the event, Sunday’s game was a dud: a blowout win for the Cavs, playing on the road, that had all the electricity and charm of a stint in the doctor’s waiting room. Fortunately for viewers, Prime Video did its best to match the moment by producing a broadcast that was every bit as dull and juiceless as events on the court.

The pre-tipoff highlight was an interview with Shai Gilgeous-Alexander, on the occasion of his coronation as this season’s MVP, in which the Oklahoma City star appeared to be speaking from a movie theater for some reason. Blake Griffin, the house beefcake on Prime Video’s studio set, chided ESPN insider Shams Charania for leaking this year’s MVP announcement hours earlier: “It’s Sunday, Shams – go to brunch, you nerd.” If Hillary had won and Shams had kept his trap shut, we’d all be at brunch! The game got under way, and things did not improve. During the half-time show, Dirk Nowitzki rambled Germanly about various topics, while fellow former MVP Steve Nash delivered lines like “That decisiveness in isolation is so important” with all the conviction of a hostage recording a ransom video. Host Taylor Rooks tried valiantly to compensate for the lack of chemistry on set by laughing at even the slightest hint of a joke from any of her panellists. Awkward laughter delivered over dead air on a platform it feels like a punishment to access: that’s the Prime Video NBA playoffs guarantee.

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