Nets Go Behind-the-Scenes with The Association

The Brooklyn Nets will serve as the focus of the upcoming season of The Association on NBATV.
Nathaniel S. Butler/NBAE

The Brooklyn Nets have offered NBA TV unprecedented access to their inaugural season in Brooklyn at Barclays Center, allowing cameras to capture all aspects of the move and their attempt to ascend in the Eastern Conference during the upcoming season of The Association.

"I think to be a part of this will allow our fans and the NBA fans throughout the world to see what really goes on with the regular season," said Nets General Manager Billy King during a Wednesday conference call. "I've had the pleasure of watching all the previous seasons, and I think it'll be a great chance for our players and our organization to display what it takes to try and build a winner. It'll be a great time for the organization and the people of Brooklyn. They'll unveil Brooklyn to the world."

The first episode -- titled "Hello, Brooklyn" -- airs October 16 at 10 p.m. and will offer viewers a sense of what Brooklyn and its residents are all about, from historic roots to the multicultural present. The Nets' parallel journey will unfold alongside, showcasing its redefinition as JAY Z’s team, one restocked with talent and brimming with new hope.

Season storylines will include the construction and development of the roster, beginning with July's free-agency period, coach Avery Johnson's quest to return to the NBA Finals and the opening of Barclays Center and its impact. The NBA TV crew has been filming at every opportunity, from practice to team media and community events to in-depth, exclusive interviews. Additionally, NBA Digital will provide multi-platform support, with bonus footage or more concentrated, exclusive Web-isodes.

"In terms of the cameras, we're of a 'fly on the wall' mentality," said Dion Cocoros, SVP of Original Production, NBA Entertainment. "We're usually going at it with two or three cameras, not big units. We have a main camera that we use and wireless mikes during practices that go to ancillary cameras. But we really pick our spots. The key to doing this is it's better to be in the right spot with fewer cameras rather than send a bunch of cameras just to be there."

Nets center Brook Lopez, who's been at camera-heavy events like the NBA Draft, admitted it's different for his team to be the specific focus. But he praised the crew for their unobtrusive style, which Johnson enabled by declaring he'd rather have them film everything and be out of the way than try to coordinate a specific plan.

King felt comfortable going forward with the partnership due to the veteran makeup and leadership on the roster, as well as a positive experience during the 2004 NBA Draft, when a crew was inside the Philadelphia 76ers "war room." Despite sensitive information flying around for then-Sixer President King's selection of Andre Iguodala, King had no issue with the final product.

Cocoros said that NBA TV won't collaborate with the team on day-by-day editing minutiae, but were something sensitive to occur, they'd be open to a discussion. He noted that at no point in the previous three seasons did the Lakers, Celtics and Nuggets ask for anything removed that the editors wanted to put in the show.

"I think that the show becomes more and more important every year," said Christina Miller, SVP and GM of NBA Digital. "The Association was the first series to go behind-the-scenes of a major professional sports organization for the entire season. Every season we've gone a little bit deeper and done a little bit more, and this year it will be multiplatform. It continues to evolve. Programming like this is really something we look to profile highly."

  • Pin It