By Rule, it is the "end line", however, to just about everyone else, it is the "baseline." I have yet to hear a coach yell, "don't let him get endline." Therefore, when talking to fellow officials, it is the "end line." When communicating to a coach, I typically speak his language in the case. If he asks if the ball is on the "baseline", I say, "yes." Of course, within a few seconds either one of my partners or I will be at that spot along the "end line" (mostly referees on the forum), or just inside it if the team gets to run the baseline -- I mean end line.