"Area 21" is a segment on TNT’s Inside the NBA, hosted by retired NBA player, Kevin Garnett. He played 21 seasons in the league and began hosting the show during his first year of retirement.
As a player, Garnett, or KG, was not the most public--but on his show, he has evolved into an engaging, eclectic host.
“When the concept was first brought to me, I didn’t think I was made for television because of my personality. After that, it was more about figuring out a concept that fit towards the mold of what I would like. My personal space is very intimate. It’s my friends, my personal circle, and watching basketball games is one of my favorite things to do with them” said Garnett in an interview with GQ.
The show revolves around watching basketball and playing games with Garnett and notable sports personnel. These guests range from sports broadcasters and reporters to retired professional athletes and even current NBA players.
Turner Sports built Garnett a studio in Atlanta, separate from Inside The NBA, and puts a non-traditional approach to analyzing. The studio the show is filmed on is equipped with couches and a coffee table, as well as multiple monitors for guests that could not be present, and even a half-court basketball court.
On the April 24 episode, retired NBA player, Gary Payton and WNBA player Candace Parker joined Garnett and watched Game 5 of the Philadelphia 76ers and Miami Heat while talking about all things basketball. Lebron James’ next move (if he decides to leave Cleveland), superstars on several teams, and team dynamics across the league were only some of the topics touched upon.
Other guests on the show have included: Jemele Hill, Kyle Kuzman, Paul Pierce, Baron Davis, LaDainian Tomlinson, Rose Gold-Onwude, and Dominique Wilkins.
"Not only do we want to straddle the line between pop culture and sports, and he's a great evangelist for both of those mediums, but we like to create access," said Craig Barry, executive vice president and chief content officer for Turner Sports. "Access can come in all forms. The most direct description is how to get the fan as close to the player as possible."
As stated previously, KG was known as one of the more guarded professional basketball players, but he has used the show to show fans his true personality, as well as his basketball knowledge.
Additionally, the show is streamed live during games and allows those watching to message questions to the show to be answered by KG and his guests on air. With this feature, the show has opened itself up to be a social media-driven show, which has proved extremely beneficial.
Clips of conversations on the show are posted on the show’s social media almost immediately after the show is completed. “All Area 21 content published on Turner Sports' social media accounts have generated more than 80 million impressions and nearly 10 million video views to date.”
The public has accepted KG in his new position with open arms and TNT has completed taping for the first season of the segment and talks of a second season has already begun.
"I'm looking forward to seeing how I can better this," said KG. "Come new seasons, come new levels and new things with it. I intend to adapt to all those things and make a better show."
