
On the Hardwood: Atlanta Hawks Honor Legacy of Martin Luther King Jr. in First of Season-Long Unity Nights' These theme nights are centered around community, positive social change By Kristian Hernandez, Associate Editor
Monday, January 18, 2021 - 9:00 am
Print This Story | Subscribe
Story Highlights
The doldrums of 2020 may be in the past, but 2021 is still presenting challenges to in-venue production teams. Now out of the Orlando bubble, NBA organizations are hosting games in their home arenas and navigating the continuing difficulties of the pandemic. Like SVG's At the Ballpark and On the Gridiron series, On the Hardwood will take a look the hardships, creative ideas, and teamwork of NBA franchises.
The Hawks have ramped up their videoboard content since the start of the season.
Martin Luther King Jr.'s passion for Civil Rights and racial equality has become a beacon of perseverance and hope around the world, but in Atlanta, he means so much more than that. The Atlanta Hawks are celebrating MLK Day with the first of many Unity Nights that spotlight the true meaning of community, love of thy neighbor, and the character of the city's most venerated icon.
This year's MLK game will be celebrated differently at State Farm Arena due to the COVID world we're all living in, but because of the MLK jersey and court, we feel like this is the most meaningful tribute to his honor that we've ever done here in Atlanta, says Joe Abercrombie, SVP, live entertainment and production, Atlanta Hawks. It's truly something special, and we can't wait for our fans and the nation to see both in action.
MORE ON THE HARDWOOD INTERVIEWS:
Denver Nuggets Repurpose RSN Broadcast With Some In-Venue Flavor
Celebrating the City's Roots: Unity Nights To Feature MLK-Themed Content Martin Luther King Jr. is always on the mind of the citizens of Atlanta, but the Hawks made it a point to highlight the activist's impact on the city during the offseason. When the team unveiled its new MLK City Edition uniforms, it was the first time that an individual's initials were stitched on an official on-court jersey. As the team debuts these uniforms, the production team is taking this theme an extra step further by placing MLK at the center of tonight's MLK Day Game Presented by Chase.
We'll have a special MLK open video that we'll use, says Drew Frank, manager, game operations, Atlanta Hawks. During each of these different games, we'll have some vignettes where the players will talk about MLK's impact on them personally and also on the world.
Plexiglass dividers have been installed in the control room.
Producing these live and prepackaged segments have come with its fair share of challenges related to the COVID-19 pandemic. Due to restrictions on who is allowed into the building - full-time staff and friends/family of players are permitted - the crew is getting creative by capturing some of these traditions digitally, including the singing of the National Anthem and starting lineup by a choir.
In a COVID world, we're trying to adjust while maintaining some of the same traditions that we've done in the past, says Andre Hickman, director of live programming, Atlanta Hawks. In the past, they've rehearsed the players' names since we normally don't get the starting lineup until 15 minutes before the game. This year, we'll record them saying their names, and when we get the starting lineup, we'll take clips and marry them in real time to the music that's playing in the background. This is the first time that we'll doing it in this manner, but we have a plan to executing this correctly.
Aside from these production staples, the in-venue experience and content shown on the linear broadcast is drawing inspiration from the City Edition jerseys and court. Developed by Vice President of Brand Creative Shirley Zhang and her team, the stained-glass illustrated on both the jersey and court will lead the aesthetic look of the on-air and videoboard content.
The design of the court and uniforms are really instrumental to how we're framing our look and feel for these Unity Night games, continues Hickman. We're taking those elements of stained-glass and the MLK lettering to bring the arena to life.
At-Home Connection: Franchise Aims to Produce Pregame Live Stream KK Salmonsen (left) and a fellow operator handle crowd noise.
While at home, the Hawks made an effort to interact with their fans during the 2020 NBA Draft with a live streamed virtual Draft party back in November. Since these fans are still watching games on their television sets, the organization is looking to up this connection by continuously working with their television partners, including Fox Sports Southeast, and digital team to live stream a pregame show from the arena.
For a long time, the NBA has said that teams can do some pregame live streaming while the players are on the court, says Abercrombie. We've wanted to take advantage of that for a while, and I think this is the opportunity to do it.
Along with the videoboard show and surrounding content, this live stream could be another chance to spread the message of MLK and highlight the jerseys that the players are wearing on the floor. With fans stuck in their living rooms, it could also be used to bring the complete fan experience back home since they're deprived of those pregame festivities.
We'll be able to focus [the pregame] around our Unity Nights with the MLK jerseys and court, he adds. I don't think that we're going to be doing a lot of in-game live streams, but as far as a pregame show, we are definitely working towards doing that.
In-Venue Audio: Developing the Fabricated Soundscape Frank, in the Hawks mask, works from his courtside position.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
04/07/2025
By Lucy Spicer
Editor's note: We are deeply saddened by the passing of Robe...
04/07/2025
The Summer Reading Challenge has inspired children across the U.K. to embrace a ...
04/07/2025
Introducing CVP Auctions: Trusted Tech, At Auction-Only Prices
Brie Clayton July 4, 2025
0 Comments
A New Destination for Film and Broadcast Gear at U...
04/07/2025
Unveiling China's Ecological Wonders with URSA Mini Pro 12K
Brie Clayton July 4, 2025
0 Comments
Nature Documentaries Freeze Epic Momentsin Extrem...
04/07/2025
Create Any Planet in After Effects
Graham Quince July 4, 2025
0 Comments
The Advanced 3D renderer in After Effects makes it really easy to import 3D o...
04/07/2025
Custom Gradient Colorize for Resolve Fusion
Simon Ubsdell July 4, 2025
0 Comments
Digging into the theory of the gradient colorize process to build ou...
04/07/2025
Watching live sports on TV these days is a delicate balance for broadcasters how much information is too much?...
04/07/2025
WASHINGTON As Federal Communications Commission Chair Brendan Carr works to achieve his goal of a very busy, productive summer at the FCC, the agency has rele...
04/07/2025
Other World Computing Launches OWC Guardian USB-C Hardware-Encrypted Portable SS...
04/07/2025
CANAL Brings MotoGP to Vision Pro with Blackmagic URSA Cine Immersive
Brie Clayton July 3, 2025
0 Comments
Experience MotoGP like never before as CA...
04/07/2025
Friday 4 July 2025
Watch the trailer here https://youtu.be/Od5WpvWmDr8
Further...
04/07/2025
The Pitch comes to RT Radio 1 airwaves this Sunday at 7pm. The Pitch is a brand...
03/07/2025
For our Vario-Jib, as well as for a repertoire of weights, we now have carts that make transport easier...
03/07/2025
One of our latest innovations: Slider Drive Unit!
Our Vario Slider not only comes with improvements and new features, but also with its own drive unit!
Our i...
03/07/2025
The 360 EVO lives up to its name: 360-degree rotation not only on the pan axis, but also on the roll axis, enables filmmakers to take their creative visions eve...
03/07/2025
What a buzzing few days at BSCExpo in London!
We were thrilled to connect with so many talented professionals from the world of cinematography.
A huge thank ...
03/07/2025
ADOLESCENCE - Shot with Panther Tower"The whole rig had to be detachable mid-episode
Netflix limited drama series Adolescence has been gaining attentio...
03/07/2025
To achieve a true level of decisive overmatch, communication systems must be as ...
03/07/2025
The Broadcasters Foundation of America has named Ray Hopkins, president of U.S. distribution at Paramount Global, to its board of directors....
03/07/2025
SIOUX FALLS, S.D. In his first major policy speech, Federal Communications Commission chair Brendan Carr outlined his Build America Agenda for the agency'...
03/07/2025
As the industry is making a major push to transition to NextGen TV and develop new businesses that will fund the next generation of broadcasting, TV Tech's ...
03/07/2025
Despite enabling its subscribers to watch films and TV shows in the highest possible resolution, Netflix has revealed it is taking things old school with the in...
03/07/2025
WASHINGTON In response to news that Paramount Global has agreed to pay $16 million to settle a lawsuit by President Donald Trump, Democrats and other administra...
03/07/2025
WUPPERTAL, Germany Riedel Communications today launched RefSuite for professional sports workflows....
03/07/2025
WEITERSTADT, Germany LYNX Technik, a provider of modular signal processing solutions, has announced that founder and longtime CEO Winfried Deckelmann is steppin...
03/07/2025
WASHINGTON Representatives from six trade groups representing tech, pay TV, broadband, LPTV and other sectors recently met with Federal Communications Commissio...
03/07/2025
PLYMOUTH, Wis. Dan Whealy has acquired Heartland Video Systems and will be its new owner and president, the systems integrator said....
03/07/2025
Acclaimed filmmaker, educator, and industry veteran Jay Holben has released his most ambitious work to date: The Director's Guide to Everything a sweeping...
03/07/2025
For Los Angeles-based photographer Scout Pruski, documenting the annual Dyke Day LA is a way to honor and give back to the city's legacy queer community and...
03/07/2025
Modular, Travel-Ready Solution Matthews Studio Equipment launches the new Chimera V-Flat Panel Frame Kit, the lightweight and modular, ultra-durable alternativ...
03/07/2025
Dalet, a leading technology and service provider for media-rich organizations, today announced the release of Dalet Flex 2025.6 LTS (long-term support), introdu...
03/07/2025
Lightware's LARA Wizard makes it quicker and easier than ever to set up audio-visual (AV) room automation and control configurations, ensuring anyone, from ...
03/07/2025
Alfalite, the only European manufacturer of LED screens, has obtained both the NCAGE Code (NATO Commercial and Government Entity) and TAA (Trade Agreements Act)...
03/07/2025
nxtedition is implementing a new solution for WIN Network, based in its headquarters in Wollongong, New South Wales, Australia. The nxtedition integrated platfo...
03/07/2025
ORS Group and Insys Video Technologies today announce the launch of a new joint brand identity: Big Blue Marble. The move reflects the evolution of a long-stand...
03/07/2025
Evergent, a global leader in customer lifecycle management and monetization solutions for subscription-based businesses, today announced the successful results ...
03/07/2025
LYNX Technik, provider of modular signal processing solutions today announces an executive leadership transition, effective July 1, 2025. Markus Motzko has been...
03/07/2025
Chaos Releases V-Ray for Blender
Brie Clayton July 2, 2025
0 Comments
Production-Proven Renderer V-Ray Arrives Natively in Blender for the First Time;...
03/07/2025
Calvin University Adds Blackmagic Replay to Broadcasts and Streams
Brie Clayton July 2, 2025
0 Comments
Replay workflow joins 14 Blackmagic Design cam...
03/07/2025
Berklee's Gospel Performance Program Welcomes Jonathan Nelson as the Herb Al...
03/07/2025
Back to All News
Get Ready for Even More Action! Netflix Has Confirmed the Thir...
03/07/2025
Back to All News
Get ready for even more action! Netflix has confirmed the thir...
03/07/2025
In today's fragmented media landscape, advertisers expect more than just reach - they want seamless cross-platform campaigns that deliver measurable results...
03/07/2025
** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Exp...
03/07/2025
Thursday 3 July 2025
David Harewood and Matthew Broome in Mozart: Genius for Hi...
03/07/2025
The Sky WNT Fund supports Womens National Team players with a 30,000 bursaryThursday 3 July 2025
Sky Ireland has announced the four recipients of the 2025 Sky...
03/07/2025
The forecast this month is showing a 100% chance of epic gaming. Catch the scorching lineup of 20 titles coming to the cloud, which gamers can play whether indo...
02/07/2025
Hege Wik and Odin appear in FOLKTALES by Heidi Ewing and Rachel Grady, an official selection of the 2025 Sundance Film Festival. Courtesy of Sundance Institut...