NBA nights seem incomplete without a dose of Inside the NBA. The adored crew comprising Shaq, Chuck, and Kenny managed perfectly by a mediator like Ernie Johnson, created countless joyous memories for fans. They have become a staple part of the NBA. That’s the reason a great wave of sorrow and fear has cultivated within the NBA fraternity, as the show’s survival is in jeopardy. But this time around, Shaq was missing. And substituting him was Vince Carter.

May 19th’s show was a huge reminder to all of us about what could be the future of the show if even one member of their core team wasn’t present. Although it was revealed later that Shaq would be coming back for the coverage of the Western Conference Finals between the Timberwolves and the Mavericks on May 22, there was still an unsettling feeling in the hearts of fans. Of course, considering what’s happening with the show and the constant negotiations of their media rights, every little absence is under scrutiny right now. This was heavily scrutinized when Shaq posted a cryptic message later on his social media account, saying “Humble enough to know I can be replaced, but wise enough to know ain’t nobody else like me”. 

Now, is this a direct message to someone? We don’t know that for sure. But what we do know is that it could very well be a marketing gimmick. After all, he is a marketing genius, evidently spoken about at length in EssentiallySports’ exclusive conversations with Leonard Armato, his ex-agent and his brand maker. Armato shed light on an older incident that’s quite similar, which might as well explain the purpose behind Big Diesel’s ambiguous message.

Armato: “I’ll tell you a little story to just show you what an incredible instinctive marketer that Shaq is because you know controversy causes you know marketing interest. So there’s a little bit of controversy and Shaq just knows exactly how far to push it. If you recall when Shaq was playing in the league everyone said he hated David Robinson”.

Shaquille O’Neal conjured a story of how, as a child the Spurs’ disciplined and tough center had refused to sign an autograph for him. Years later, when Robinson crossed paths with Armato, he revealed Shaq’s impeccable intentions behind the story.

Armato: “I ran into David Robinson at the All-Star game a few years ago and he said hey I got to tell you this story about me and Shaq and I said what? David Robinson said Shaq and I were on the dream team together and we got on the bus after practice and I decided to sit next to Shaq and say Shaq ‘Hey what’s the deal here because you keep telling everybody I refused you an autograph you’re really mad at me’. Shaq looked at David Robinson and he said no man, that never happened. That’s just marketing. So they’ve been really good friends ever since”.

Shaq’s marketing impulse has rarely let him down. In the case of Robinson, the manufactured disdain allowed the Big Diesel to be ruthless against the Spurs great. The reaction to his made-up tale even benefitted the creation of his brand. Similarly, Shaq might be looking to utilize the mass public attention to increase his value. As far as the future of the show goes, he did speak about it with John Wall. Even he shared the concerned sentiments of the show’s fans.

“We don’t really have any information on it. I don’t like to think left or think right. But you know, I agree. If it’s the end of that show, I think it’ll be a travesty to everyone. … We don’t know what’s going on, but hopefully, the powers and people [within TNT] will make sure that this show goes well,” he told Wall. 

Charles Barkley is as clueless as Shaquille O’Neal

Shaq isn’t the only one to have spoken about the tense media rights situation. Sir Charles, another fan favorite, spoke about the uncertainty revolving around the TNT studio. There was a genuine note of worry in his voice. Describing it as a “50-50” bidding war, Barkley is hoping TNT’s vast presence in the league for 40 years will lead the NBA into continuing its relationship with Warner Bros. Discovery. However, the Suns’ legend remains as clueless as anyone around him.

“Am I concerned? 100%,. We have zero idea what’s going to happen. We might lose [the media rights deal]. I feel so bad for the people I work with. It is brutal. It is flat-out brutal. Everyone is scared to death,” he told ESPN’s Tom Waddle and Marc Silverman.

Leonard Armato feels that whoever takes up the media rights, will eventually bring the duo back together, to rake in the revenues and viewership. But if it doesn’t pan out, or if there are any creative differences, which is highly improbable considering how popular the two are, the beloved duo might have to split up.

With the expiry of the current media rights deal at the end of the next season, Turner Sports is facing intense competition. NBC’s Comcast has reportedly offered a hefty sum of $2.5 billion per year to acquire the final part of the league’s renewed media rights deal. It’s over twice the amount of Warner Bros. Discovery, the parent company of Turner Sports had been paying the NBA. Even Amazon Prime is another contender in the running, who could also be taking over the media rights. But if sources are to be believed, NBC is the frontrunner to land the deal.

But aligning the inexplicable absences from the core team even for a small segment only adds fuel to the fire right now. Or could it be just another gimmick? We’ll have to find out soon enough. Fingers remain crossed and prayers are being chanted for the show’s continuity. At last, only time can decide whether they manifest themselves.

Stay tuned for more such updates from the exclusive conversation EssentiallySports had with Leonard Armato, the genius brand maker, and gain more insights into how Shaq’s brain works.