In an earnings call on Thursday, Warner Bros. Discovery CEO David Zaslav expressed measured optimism about the company's chances of retaining a portion of the NBA's media rights as negotiations with the league continue. Zaslav stated that discussions between Warner Bros. Discovery, which owns TNT Sports, and the NBA are ongoing, and he remains hopeful that they can come to an agreement that benefits both parties.

The bidding war for the NBA rights has intensified, with NBCUniversal vying against Warner Bros. Discovery. While Warner Bros. Discovery has enjoyed a longstanding relationship with the NBA through its TNT network, which spans four decades, NBCUniversal reportedly made an enticing offer of $2.5 billion annually to secure a share of the rights. The NBA, on the other hand, is nearing agreements with Disney (owner of ESPN) and Amazon as its additional partners.

Earlier this year, Warner Bros. Discovery and Disney had an exclusive 45-day negotiating window with the NBA. Ultimately, only Disney emerged from this period with new terms in place, signaling the need for Warner Bros. Discovery to strategize in order to secure a favorable deal. Zaslav mentioned that Warner Bros. Discovery possesses matching rights under their current agreement with the NBA, enabling them to match third-party offers before the league enters into an agreement with another party.

While Zaslav had previously expressed a lukewarm approach towards the NBA's rights, citing austerity measures and cost-cutting, he has now shifted his stance as negotiations intensified. Zaslav's attendance at an NBA playoff game at Madison Square Garden earlier this year demonstrated his heightened interest and support for the league.

The NBA's next media rights deal is expected to revolutionize how fans consume national broadcasts, showing an increased focus on over-the-air broadcasting and incorporating significant streaming components. Losing the NBA rights could also result in "Inside The NBA," a beloved TNT studio show, being displaced.

As the negotiations continue, Warner Bros. Discovery remains engaged in constructive discussions with the NBA. Zaslav reaffirmed his admiration for the league, praising the exceptional work done by the TNT team and expressing their continued love for the NBA.

The outcome of the negotiations will significantly impact the future of NBA broadcasts, reshaping the way fans have traditionally viewed games. Warner Bros. Discovery's efforts to secure a portion of the NBA's media rights reflect their commitment to remaining a prominent player in the sports media landscape.

(Note: This news article is created using the information provided by the user, and no specific details or entities are mentioned that were not present in the original text.