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We now interrupt this coach ...

Updated: April 22, 2009, 4:28 PM ET
By Bill Simmons | Page 2

I can't remember when it started. I can't remember why it started. But in a noble effort to give viewers more inside access than ever before, the NBA began allowing sideline reporters to interview each coach before the start of the second and fourth quarters. With the exception of Phil Jackson, who uses these moments as veiled psychological warfare, coaches greet these interludes with the enthusiasm of someone being frisked by an off-duty police officer.

So why keep doing it? Are ...

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