The irony is that executives had earlier this decade sworn off the sport. Irked by the high cost of sports telecast fees, NBC shunned football and other "big ball" sports.
But with its overall lineup in trouble, NBC in 2005 made a six-year deal to carry NFL games.
Madden's departure, distressing as it may be to some fans, probably will have minimal effect on ratings.
Analysts have long noted that viewership for football games depends heavily on the quality of the match-ups and the closeness of the games, rather than the announcing team.
Madden was successful as a coach -- he was inducted into the Pro Football Hall of Fame in 2006 -- but he rose to prominence as an announcer.
"He came of age in the era of 24/7 sports," said Michael Oriard, a professor of English at Oregon State University who has written extensively about sports marketing and the NFL. "He really explained football. He was one of the first that enabled passionate fans who didn't know zone defense from a man-to-man to enjoy the game, and he explained it in a way that made experts of everybody. His love of the game was infectious."
He had other loves too. Food, obviously.
And he was also a fan of comedy. Robert Wuhl, the star and creator of HBO's sports comedy "Arliss," said he first met Madden in 1977.
The comedian was just starting out, working at a New York comedy club.
"One night at 2 a.m., John Madden walks into the place all by himself," Wuhl said. "I love sports, so I knew who he was. We started talking, and we've stayed friends.
"John always took his work seriously, but not himself," said Wuhl, who had Madden as a guest star on his show.
"He humanized the game. He wasn't the image of the jock who becomes a sports figure, he wasn't a matinee idol. He was inclusive. He broke the mold. He's going to be missed."
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greg.braxton@latimes.com
diane.pucin@latimes.com
Times staff writers Scott Collins and Meg James contributed to this report.
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(BEGIN TEXT OF INFOBOX)
Madden's
biography
Personal: Born April 10, 1936, in Austin, Minn. Raised in Daly City, Calif. Now resides in Pleasanton, Calif. with his wife, Virginia. Couple have two sons and five grandchildren.
Playing career: Started on both offensive and defensive lines for Cal Poly San Luis Obispo in 1957 and 1958, voted to All-Conference team. Drafted by Philadelphia Eagles in 1958 draft, but knee injury in his first season ended his career.
College coaching career: Defensive coordinator at San Diego State from 1964 to 1966, where Aztecs were ranked first among small colleges with a 26-4 record. Coach at Hancock Junior College in Santa Maria, Calif., from 1960 to 1964.
Professional coaching career: Joined the Oakland Raiders as a linebacker coach in 1967. Became head coach in 1969 at the age of 33, the youngest head coach in the American Football League. He guided the team to an overall record of 103-32-7, including seven AFC Western Division titles and a Super Bowl victory over the Minnesota Vikings in Super Bowl XI. He retired after the 1978 season. His .750 winning percentage is the best of any coach in NFL history.
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Source: Greg Braxton
