The Orlando Magic want to prove their worth to this community.

It's a promise that owner Rich DeVos made in March when he decided not to sell the team. The organization, he said then, would be re-energized and rededicate itself to the community.

So, as fans will soon see, all of the team's promotional efforts this season will be linked to its desire to make good on that promise.

The Magic have finished production on a 30-second TV commercial that will begin airing Sept. 22. There will also be 30- and 60-second radio commercials along the same theme.

The commercial is a spin off the Magic's "I believe" theme, but this time, as the players and Coach Doc Rivers express their sentiments on how inspiring this season will be, images of the region's landmarks will appear in the background.

During a taping session last week, Grant Hill recited some of his beliefs: Tracy McGrady, the Magic, family, the no-look pass, Doc Rivers and Orlando.

After a little coaxing, Hill also said "I believe in defense," but then quickly added, "I really believe in offense."

Orlando will be incorporated in just about everything the Magic do this season. The image of star guard Tracy McGrady flying over the skyline of downtown Orlando, will be used on the media guide cover (fans can go to www.orlandomagic.com to get a peek) and pocket schedules. That image is also the cover of the team's magazine this month.

After years of perhaps taking their community for granted, the Magic want to ensure that fans understand that they want to reconnect.

"The concept this year is reconnecting to the city and believing in the Magic," said Chris D'Orso, the team's director of ticket sales and marketing. "It lends itself to doing some stuff with our fans down the road. The possibilities are unlimited in where we can take the campaign this year."

The Magic have gone from being one of the toughest tickets to get in the days of Shaquille O'Neal, to having too many to give away. They have also gone from being a title contender to merely a playoff qualifier. While the team understands that the best way to fill the stands is to win, it also knows that it doesn't hurt to let the community know that it's still here. To that end, the Magic did not increase ticket prices this season.

"It's important to us to be a fabric in the community," D'Orso said. "We want to let Central Florida know what it means to us be here and what it means to the community to have us here. Everything we do needs to be focused on reconnecting to the community."