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Pete Croatto, "From Hang Time to Prime Time: Business, Entertainment, and the Birth of the Modern-Day NBA" (Atria Books, 2020)
The birth of the modern-day NBA is often attributed to Magic Johnson, Larry Bird, Michael Jordan and David Stern. In From Hang Time to Prime Time: Business, Entertainment, and the Birth of the Modern-Day NBA (Atria Books, 2020), Pete Croatto pays homage to those legendary figures, while putting their contributions to the game in the context of some of the cultural, business and technological forces that built the NBA into a pop culture juggernaut. Croatto examines how the ABA/NBA merger, CBS’s personality-driven coverage of key players, the expansion of cable television, the emergence of…
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