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NBC

NBC shows, the broadcast network behind decades of sitcoms, dramas and live TV events.

Total Apex Take

NBC is betting its whole broadcast future on sports rights, and getting the NBA back in 2025 might be the single smartest media deal any network made this decade.

NBC's Sunday Night Football has anchored its schedule for years, but the bigger move was reclaiming NBA broadcast rights starting with the 2025-26 season, more than two decades after the network let the league go to ESPN — now splitting coverage alongside ESPN/ABC and Amazon in a new media-rights landscape. On the scripted side, Dick Wolf's Law & Order and Chicago franchises remain the network's load-bearing walls, SNL celebrated its 50th anniversary in 2025, and Peacock has increasingly become the place NBC funnels exclusive sports windows and library content to justify the subscription.

Our take: NBC figured out faster than CBS or ABC that broadcast's survival now depends on live, DVR-proof sports inventory rather than scripted hits, and the NBA deal specifically is a shrewd bet that the league's post-LeBron, post-Steph star transition will still draw live audiences network television desperately needs. It's a more aggressive and more expensive strategy than its competitors have been willing to make.

Watch Peacock's subscriber numbers around NBA tip-off in the 2025-26 season — if NBC can replicate the bump it got from NFL and Olympics windows, it validates sports-rights spending as the network's actual business model going forward, not just a hedge.

About NBC

NBC (National Broadcasting Company) is one of the oldest and most established American broadcast networks, owned by NBCUniversal (a subsidiary of Comcast). NBC has a long history in both scripted comedy and drama as well as live event programming, including a famous run of Thursday-night sitcoms during the 1990s and 2000s.

The network's current and past programming is closely tied to the Peacock streaming service, which NBCUniversal uses to extend NBC's content library and offer next-day access to new episodes.

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