It seems the NBA has an interest in shortening the length of the quarters from 12 to 10 minutes. I wouldn't hate this and could see it happening in the next few years, when they renegotiate the TV contracts.

https://bleacherreport.com/articles/10152737-video-adam-silver-says-hed-be-a-fan-of-10-minute-quarters-40-minute-nba-games

(Mod Edit: moved to the more appropriate Other Sports Forum.)