But what about instead of a classic awards show they invite the winners (the NBA would announce the winners before in the week before the playoffs) and have live interviews intercut with highlights of their play and the players interacting with their team? They could get the Inside the NBA guys to interview/roast the winners (or also invite the Showdown crew to some of the interviews).

Since the NBA is all about its stars, the award 'show' could help the NBA market their stars in a unique way. This way the NBA gets a way to celebrate their season and the announcement of the winners isn't so anti-climactic.