10 a.m. Santa's here.

Oh, elf. So awkward yet so good.

I wanted to bring this up because it is everywhere in sports media today.

And I think I have the couple of reasons.

I wanted to see if Rico or David or Kenny could poke holes in it.

Or maybe most importantly, I just wanted to know, Rico or David or Kenny could poke holes in it, or maybe most importantly,

I just wanted to know, do you buy my main reason? And it is, when a commissioner admits

TV ratings are in the toilet, that's rare. Well, Adam Silver is admitted the NBA ratings are way down.

Spoke to the media before last night's Emirates NBA Cup final, which again,

league is trying to generate interest in the regular season.

Nobody cares.

They even put the championship game in Vegas.

He was quick to point out cable viewership down double digits.

It's down over 20% on TNT, ABC, ESPN.

You're down 20%.

That's a huge problem, especially next year the NBA is entering their first year of its new media rights deal.

Now, look, last month, they did see a high in streaming, which accounted for half of all TV viewing.

So take that for what it's worth.

But Shaquille O'Neal talked about this, too.

And again, again, I'm not telling you Shaq as an Oracle.

But Shaq touched on some points.

And one of them is, and I agree with it, totally, quote, we're looking at the same thing.

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