Adam Silver's proposed rule change still wouldn't solve NBA's problems 

To Silver's point, Olympic basketball features 10-minute quarters, and the men's gold medal game at the 2024 Paris Olympics had excellent ratings.

According to Sports Business Journal, the final between the United States and France averaged 19.5M viewers on NBC and Peacock, making it the most-watched gold medal game since the 1996 Atlanta Olympics. 

Perhaps Silver believes shorter quarters are the reason the Olympics lured fans. However, he may have forgotten that viewers likely tuned in to see Golden State Warriors guard Stephen Curry, Los Angeles Lakers forward LeBron James and Phoenix Suns forward Kevin Durant join forces. 

While they're still among the league's best players, they're on teams that probably won't vie for a championship.

The Lakers (26-19) are fifth in the Western Conference, while the Suns (24-21) are eighth. If the playoffs started Wednesday, the Warriors (23-23) wouldn't be in the postseason.  

It doesn't appear fans are gravitating toward some of the league's new stars, either. Jon Lewis of Sports Media Watch recently reported this past Saturday's Boston Celtics-Dallas Mavericks NBA Finals rematch on ABC averaged 2.45M viewers, down 7% from last year's time slot.

It's worth noting the Celtics (32-15) are second in the Eastern Conference and have an elite duo in guard Jaylen Brown and forward Jayson Tatum. 

Shorter quarters could be intriguing, but they don't seem like the answer. Instead, the NBA should consider improving its marketing and product, which could convince fans to start watching again.