Shaquille O’Neal recently inked a reported $15 million deal, which keeps him tied to TNT. From next season, the Inside the NBA program will air on ESPN, but TNT will hold all the creative and editing control. Last season, Shaq and even Charles Barkley missed the show to help keep their jobs. So, when the Lakers legend did not turn up at Studio J today, the questions started flowing.

The host of the show did the introductions as always. As Ernie Johnson, Charles Barkley, and Kenny ‘The Jet’ Smith were all seated, Shaquille O’Neal was missing. In his place was Detroit legend, Jalen Rose. “Sitting in for Shaquille O’Neal today and Tuesday, Jalen Rose.” The Big Aristotle missing two shows caught Smith by surprise. Johnson replied, “We don’t work Monday. Shaq’s got Tuesday off, so he’ll be here…” At first, even Chuck was caught by surprise by Tuesday’s off.

But he knows where the Lakers legend is going. “He is going to the Upfronts. You don’t want to do that.” Barkley continued, “You don’t want to go, you don’t want to be in New York right now, some gagging going on.” The event that Shaquille O’Neal will be attending is probably on behalf of TNT. An upfront is a gathering at the start of important advertising sales periods, held by television network executives. It’s the annual ritual of programmers pitching ad buyers.

It’s not the first time Jalen Rose has stepped up for studio duties. Previously, Barkley and Smith missed an episode due to their ‘off’, and it was the Michigan State alum who filled in both times. Interestingly, it’s not the first time Shaq missed the Inside broadcast to fulfill other duties to impress the buyers.

Last time, Shaquille O’Neal was not alone to help TNT

Last year, too, during the playoffs, TNT aired an episode without the Lakers legend. At the time, attending the Upfronts was more than necessary, since the NBA media rights deal was up in the air. Eventually, the league signed an 11-year deal worth a combined US$76 billion with Amazon, ESPN, and NBC, beginning from next season. Which also meant that TNT Sports won’t be telecasting the league, which they previously did from 1989.

Since TNT was looking for more potential ad revenue, they sent their two big hitters. As per sports reporter Michael McCarthy’s X post, the absence was a simple business move. “If you’re wondering why Charles Barkley + Shaquille O’Neal are NOT on for ‘Inside the NBA’ pregame show, they are in NYC preparing to pitch ad buyers at TNT Sports’ Upfront presentation Wednesday. Smart move: TNT’s 40-year NBA relationship hanging by a thread.”

Last season was critical as the network wanted to retain the NBA and also make sure the Emmy-winning show continues. The first part, unfortunately, won’t continue, but ESPN handed in a lifeline as they will air the show through a licensing deal. Speaking about the deal, even Shaquille O’Neal’s deal was set to expire in July, but he reportedly agreed to a new $15 million deal after his back-and-forth. So, it makes sense for Shaq to be the poster boy of the network to sweet-talk potential ad buyers.