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Is XFL Pushing Broadcasting Boundaries Far Enough?

“You don’t have to get all gimmicky but maybe try a few new things.”

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“Let’s ball out baby!” 

With that the XFL was back. League owner Dwayne “The Rock” Johnson’s four-word exclamation got this incarnation of the league left behind by Vince McMahon underway again. Johnson, along with chairwoman Dany Garcia and Gerry Cardinale’s RedBird Capital Partners, bought the league out of bankruptcy in 2020 from McMahon. 

I kept hearing how well the XFL’s first week was received by fans and those in the industry. The presentation by ESPN is what is getting most of the praise after Week 1 of the relaunched league. I watched the replay of the Arlington and Las Vegas game to see what it was all about. No offense to the new Spring leagues like the USFL and now the XFL, but I usually come in with low expectations. What gimmicky thing that doesn’t work are you going to shove down my throat this time? They try to differentiate themselves from a traditional NFL broadcast, thinking ‘we have to give our audience something new’, but how much is too much? 

The open to the broadcast was impressive. Like a hype video for the XFL. There’s “The Rock” and Garcia, telling us what to expect. The video served a couple of purposes to me. One, to feature Johnson and his absolute involvement in this new league. Second, it was a good explanation about what to expect from this edition of the XFL. From seeing which former NFL players are involved to getting the names of all the coaches that will be leading teams. Most of the names are recognizable, from Rod Woodson and Hines Ward to Bob Stoops and Wade Phillips. The open says “this thing is credible, look at all the people we have buying in.”  

Before the telecast went to the booth, each team’s locker room was featured. Coaches giving teams final instructions before heading out onto the field. On camera, this open provides another good explanation on the importance of these games for players trying to get back to, or get to the NFL. Veteran broadcaster Tom Hart provided the play-by-play, while former Alabama QB Greg McElroy provided the commentary. The two set the storylines well and it was time to start playing. 

I’m not going to provide a critique of the broadcasters or broadcast. Instead, I’m going to get into what I thought worked and didn’t during the telecast. 


Inside the replay system. Wow, this was the best part of the telecast to me. I was hoping for a few more challenges to watch the system work. I don’t think I was alone in loving this feature. Fans get a real ‘behind-the-scenes’ look at the process with full transparency. Dean Blandino, the rules analyst on Fox, is serving as the XFL’s VP of Officiating and Rules Innovation. He reviews plays in the ‘XFL Command Center’, which looks like something that NASA might use with its multiple screens and a futuristic look. 

Blandino reviews a play and relays his ruling to the referee on the field, who then announces the ruling. After about 30 seconds of elapsed time, Blandino radios to the referee, that “I’ve got control, I’ve got the left foot down in bounds.” After a check of the new “spot” for the ball, Blandino goes through it all again for the official. “So, we’re going to go to the 46 (yard line), it’s going to be 1st and 10, it’s going to be on the right hash, and we’re going to go on the ready for play.” All of those commands were repeated by the referee to make sure the information was correct.  It took no time at all to get that call corrected. The audience now gets to understand what is in question, how they determine what happened and a result in less than a minute. Are you watching NFL? Because you clearly weren’t a few years ago when the AAF tried something similar.

The Scorebug. I liked how it extended from edge to edge of the screen. It stood out because of how plain it was. A white background with a black font for most of it and the opposite for the down and distance portion of the bug. The point spread and over/under are included in the information as is the number of time outs and challenges remaining for each team. The logos for each team seem to stand out more, over a black square, with the crisp white background. 

Mic’d up. I know we’ve been over this before, but the access viewers get when a player is mic’d up is excellent. In these cases, during the XFL broadcast, the quarterbacks both wore microphones and we were privy to the actual play call as it happens on the field. At one point, we even got to hear the offensive coordinator radio in the play call to the QB. Pretty interesting to hear the intricacies in each play and how its relayed to the players in the huddle.  Kudos to the broadcasters for allowing the secondary audio to be heard. They stepped out to allow us to hear the calls. 


Clutter on my screen and in my ears. It was nice to get the play call from the offensive coordinator as I mentioned earlier, but this telecast went into overload mode. At a few points, they had both the offensive coordinator for the Vegas team and the defensive coordinator for Arlington on the screen at the same time. Ok, I can deal with that. But the sound was up full and each were calling their plays into the huddles. There was a lot to take in and a whole lot of chatter that really ruined the experience. Too much. Even McElroy, the analyst said, “this feels like organized chaos.” It didn’t seem too organized to me, just chaos. 

Sideline interviews were weak. It was really nice to be able to hear from a player right after scoring a touchdown, or making a big defensive play. But the interviews were rather hollow. At one point they were asking a player about his weight. It was all fun and games, but why do I as a viewer care? I really can’t blame the reporters, I mean, what do you ask a player in such instances? All you can ask are the standard, “what worked on that play?”, “how does it feel to score?” Enough of that. I don’t think it enhances the experience. 


If “The Rock” turned to me and said, “what would you do to make this broadcast better and sustainable for more than a year?” I would tell him a few things. 

Don’t change what’s working. The XFL is on to something with the ‘replay booth’ and its transparency. I think a casual fan of the league might just tune in because they are intrigued by this aspect of the game. So many people are already talking about it, so, it’s only natural to be curious if you haven’t seen it. 

Be innovative. Besides the scorebug, the mic’d up QB’s and replay, it looked like another football game. You don’t have to get all gimmicky but maybe try a few new things. 

How about superimposing the actual routes that receivers are supposed to run? Show me the patterns. Maybe show them over a replay so if there’s an interception, we know whose fault it was. Did the QB throw a bad ball or did the receiver run the wrong route? I wish the NFL would do this. I think it would also be a good way to encourage younger viewers to tune in, especially those trying to learn the game. It would take a very good analyst in the booth to break these plays down, but that should be the goal of every booth, right? 

Mic up different on-field officials. Especially those that are working the sidelines and may be taking abuse from a coach about a call. All these other broadcasts are wiring up the players and coaches, but how about the game from the officials’ perspective as well? Could be interesting hearing the discussions with the referee when a penalty is called. 

There needs to be a bigger presence of gambling lines and the like. With as many gambling apps as there are now, why couldn’t fans live bet? Show us the ‘run or pass probability’ in certain plays. Maybe limit it to 3rd downs to start? Field goal attempts, bet on ‘make or miss’. There is certainly room on the ‘Bottom Line” under the scorebug for this information. 

How about trying out some different announcers? Nothing against the folks doing the game now, but wouldn’t this be a great training ground for the next crop of talent? An injection of fresh takes and perspectives might be welcomed by the audience. 

Develop storylines better? Don’t make it like wrestling, but give the viewer someone to root for by telling his story. They are there, the league needs to feature them a little better. It might help jersey sales too? 

“The Rock” must be involved in all of the broadcasts somehow, some way. He’s invested not only monetarily, but also as a guy that dreamt of the NFL but didn’t make it. He can shed light on the struggle. He’d have an interesting perspective on the players’ mindset. 

Give him a segment while the game is going on by ‘squeezing’ the game action to the background while speaks. Have him feature an aspect of the XFL that can take fans inside the decisions made about rules and the rebirth of the league. 

The Rock has to be heavily involved early, for this league to roll past an interesting first season.

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BSM Writers

Amanda Brown Has Embraced The Bright Lights of Hollywood

“My whole goal was that I didn’t need people to like me; I needed people to respect me.”

Derek Futterman




The tragic passing of Kobe Bryant and eight others aboard a helicopter, including his 13-year-old daughter Gianna, sent shockwaves around the world of sports, entertainment, and culture. People traveled to Los Angeles following the devastating news and left flowers outside the then-named STAPLES Center, the arena which Bryant called home for much of his career, demonstrating the magnitude of the loss. Just across the street from the arena, Amanda Brown and the staff at ESPN Los Angeles 710 had embarked in ongoing breaking news coverage, lamentation, and reflection.

It included coverage of a sellout celebration of life for Kobe and his daughter and teams around the NBA opting to take 8-second and 24-second violations to honor Bryant, who wore both numbers throughout his 20-year NBA career. They currently hang in the rafters at Arena, making Bryant the only player in franchise history to have two numbers retired.

During this tumultuous time, Bryant’s philosophy served as a viable guiding force, something that Brown quickly ascertained in her first month as the station’s new program director.

“I had people that were in Northern California hopping on planes to get here,” Brown said. “You didn’t even have to ask people [to] go to the station; people were like, ‘I’m on my way.’ It was the way that everybody really came together to do really great radio, and we did it that day and we did it the next day and we did it for several days.”

The 2023 BSM Summit is quickly approaching, and Brown will be attending the event for the first time since 2020. During her first experience at the BSM Summit in New York, Brown had just become a program director and was trying to assimilate into her role. Because of this, she prioritized networking, building contacts, and expressing her ideas to others in the space. This year, she looks forward to connecting with other program directors and media professionals around the country while also seeking to learn more about the nuances of the industry.

“The Summit is kind of like a meeting of the minds,” Brown said. “It’s people throughout the country and the business…. More than anything, [the first time] wasn’t so much about the panels as it was about the people.”

Growing up in Orange County, Brown had an interest in the Los Angeles Lakers from a young age, being drawn to play-by-play broadcaster Chick Hearn. Brown refers to Hearn as inspiration to explore a career in broadcasting. After studying communications at California State University in Fullerton, she was afforded an opportunity to work as a producer at ESPN Radio Dallas 103.3 FM by program director Scott Masteller, who she still speaks to on a regular basis. It was through Masteller’s confidence in her, in addition to support from operations manager Dave Schorr, that helped make Brown feel more comfortable working in sports media.

“I never felt like I was a woman in a male-dominated industry,” Brown said. “I always just felt like I was a part of the industry. For me, I’ve kind of always made it my goal to be like, ‘I deserve to be here; I deserve a seat at the table.’”

Brown quickly rose up the ranks when she began working on ESPN Radio in Bristol, Conn., working as a producer for a national radio show hosted by Mike Tirico and Scott Van Pelt, along with The Sports Bash with Erik Kuselias. Following five-and-a-half years in Bristol, Brown requested a move back to California and has worked at ESPN Los Angeles 710 ever since. She began her tenure at the station serving as a producer for shows such as Max and Marcellus and Mason and Ireland.

Through her persistence, work ethic and congeniality, Brown was promoted to assistant program director in July 2016. In this role, she helped oversee the station’s content while helping the entity maintain live game broadcast rights and explore new opportunities to augment its foothold, including becoming the flagship radio home of the Los Angeles Rams.

“Don’t sit back and wait for your managers or your bosses to come to you and ask what you want to do,” Brown advised. “Go after what you want, and that’s what I’ve always done. I always went to my managers and was like, ‘Hey, I want to do this. Give me a chance; let me do that.’ For the most part, my managers have been receptive and given me those opportunities.”

When executive producer Dan Zampillo left the station to join Spotify to work as a sports producer, Brown was subsequently promoted to program director where she has helped shape the future direction of the entity. From helping lead the brand amid its sale to Good Karma Brands in the first quarter of 2022; to revamping the daily lineup with compelling local programs, Brown has gained invaluable experience and remains keenly aware of the challenges the industry faces down the road. For sports media outlets in Los Angeles, some of the challenge is merely by virtue of its geography.

“We’re in sunny Southern California where there’s a lot of things happening,” Brown said. “We’re in the middle of Hollywood. People have a lot of opportunities – you can go to the mountains; you can go to the beach. I think [our market] is more about entertainment than it is about actual hard-core sports. Yes, obviously you have hard-core Lakers fans; you have hard-core Dodgers fans, but a majority of the fans are pretty average sports fans.”

Because of favorable weather conditions and an endless supply of distractions, Brown knows that the way to attract people to sports talk radio is through its entertainment value. With this principle in mind, she has advised her hosts not to worry so much about the specific topics they are discussing, but rather to ensure they are entertaining listeners throughout the process.

“People know the four letters E-S-P-N mean sports, but really our focus is more on entertainment more than anything,” Brown said. “I think the [talent] that stick out the most are the ones that are the most entertaining.”

Entertaining listeners, however, comes through determining what they are discussing and thinking about and providing relevant coverage about those topics. Even though it has not yet been legalized in the state of California, sports gambling content has been steadily on the rise since the Supreme Court made a decision that overturned the Professional and Amateur Sports Protection Act established in Murphy v. National Collegiate Athletic Association (2018). Nonetheless, Brown and ESPN Los Angeles 710 have remained proactive, launching a sports gambling show on Thursday nights to try to adjust to the growing niche of the industry.

Even though she has worked in producing and programming for most of her career, Brown is eager to learn about the effect sports gambling has on audio sales departments. At the same time, she hopes to be able to more clearly determine how the station can effectuate its coverage if and when it becomes legal in their locale.

“I know that a lot of other markets have that,” Brown said regarding the legalization of sports gambling. “For me, I’m interested to hear from people who have that in their markets and how they’ve monetized that and the opportunity.”

No matter the content, though, dedicated sports radio listeners are genuinely consuming shows largely to hear certain talent. Brown recalls receiving a compliment on Twitter earlier this quarter where a listener commented that he listens to ESPN Los Angeles 710 specifically for Sedano and Kap. Evidently, it acted as a tangible sign that her philosophy centered around keeping people engrossed in the content is working, and that providing the audience what it wants to hear is conducive to success.

At this year’s BSM Summit, Brown will be participating on The Wheel of Content panel, presented by Core Image Studio, featuring ESPN analyst Mina Kimes and FOX Sports host Joy Taylor. Through their discussion, she intends to showcase a different perspective of what goes into content creation and the interaction that takes place between involved parties.

“A lot of times in the past, all the talent were on one panel; all the programmers were on one panel,” Brown said. “To put talent and a programmer together, I think it’s an opportunity for people to hear both sides on certain issues.”

According to the most recent Nielsen Total Audience Report, AM/FM (terrestrial) radio among persons 18-34 has a greater average audience than television. The statistical anomaly, which was forecast several years earlier, came to fruition most likely due to emerging technologies and concomitant shifts in usage patterns.

Simultaneously, good content is required to captivate consumers, and radio, through quantifiable and qualifiable metrics, has been able to tailor its content to the listening audience and integrate it across multiple platforms of dissemination. The panel will give Brown a chance to speak in front of her peers and other industry professionals about changes in audio consumption, effectuated by emerging technologies and concomitant shifts in usage patterns.

Yet when it comes to radio as a whole, the patterns clearly point towards the proliferation of digital content – whether those be traditional radio programs or modernized podcasts. Moreover, utilizing various elements of presentation provides consumers a greater opportunity of finding and potentially engaging with the content.

“We do YouTube streaming; obviously, we stream on our app,” Brown said. “We’ve even created, at times, stream-only shows whether it’s stream-only video or stream-only on our app. We all know that people want content on-demand when they want it. I think it’s about giving them what they want.”

As a woman in sports media, Brown is cognizant about having to combat misogyny from those inside and outside of the industry, and is grateful to have had the support of many colleagues. In holding a management position in the second-largest media market in the United States, she strives to set a positive example to aspiring broadcasters. Additionally, she aims to be a trusted and accessible voice to help empower and give other women chances to work in the industry – even if she is not universally lauded.

“I’ve kind of always made it my goal to be like, ‘I’m no different than anyone else – yes, I’m a female – but I’m no different than anyone else,’” Brown expressed. “My whole goal was that I didn’t need people to like me; I needed people to respect me.”

Through attending events such as the BSM Summit and remaining immersed in sports media and the conversation at large about the future of sports media, Brown can roughly delineate how she can perform her job at a high level.

Although the genuine future of this business is always subject to change, she and her team at ESPN Los Angeles 710 are trying to come up with new ideas to keep the content timely, accurate, informative, and entertaining. She is content in her role as program director with no aspirations to become a general manager; however, remaining in her current role requires consistent effort and a penchant for learning.

“Relationships are very important overall in this business whether you’re a programmer or not,” Brown said. “Relationships with your talent; relationships with your staff. If you invest in your people, then they’re going to be willing to work hard for you and do what you ask them to do.”

The 2023 BSM Summit is mere days away, and those from Los Angeles and numerous other marketplaces will make the trip to The Founder’s Club at the Galen Center at the University of Southern California (USC).

Aside from Brown, Kimes and Taylor, there will be other voices from across the industry sharing their thoughts on aspects of the industry and how to best shape it going forward, including Colin Cowherd, Rachel Nichols, Al Michaels and Eric Shanks. More details about the industry’s premiere media conference can be found at

“I’m excited to be a female program director amongst male program directors for the first time and get a seat at the table and represent that there can be diversity in this position,” Brown said. “We don’t see a lot of it, but… there is an opportunity, and I hope I can be an example for other people out there [to show] that it’s possible.”

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BSM Writers

Pat McAfee Has Thrown Our Business Into a Tailspin

Yet even with all the accomplishments he’s been able to achieve, McAfee is still anxious and unsatisfied with the state of his show and his career.

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When you have one of the hottest talk shows in America, you’re always up to something. That’s the case for the most popular sports talk show host in America – Pat McAfee. 

The former Pro Bowl punter was on top of the world on Wednesday. With over 496,000 concurrent viewers watching at one point, McAfee was able to garner an exclusive interview with frequent guest Aaron Rodgers who announced his intention to play for the Jets.

Yet even with all the accomplishments he’s been able to achieve — a new studio, consistent high viewership, a syndication deal with SportsGrid TV, a four-year, $120 million deal with FanDuel — McAfee is still anxious and unsatisfied with the state of his show and his career.

At the end of the day, he is human and he’s admitted that balancing his show, his ESPN gig with “College Gameday,” and his WWE obligations has taken a toll on him.

McAfee and his wife are expecting their first child soon and he recently told The New York Post he might step away from his deal with FanDuel. Operating his own company has come with the responsibility of making sure his studio is up and running, finding people to operate the technology that puts his show on the air, negotiating with huge behemoths like the NFL for game footage rights, booking guests, booking hotels, implementing marketing plans and other tasks that most on-air personalities rarely have to worry about.

McAfee says he’s looking for a network that would be able to take control of those duties while getting more rest and space to spend time with family while focusing strictly on hosting duties. FanDuel has its own network and has the money to fund such endeavors but is just getting started in the content game. McAfee needs a well-known entity to work with who can take his show to the next level while also honoring his wishes of keeping the show free on YouTube.

The question of how he’s going to be able to do it is something everyone in sports media will be watching. As The Post pointed out in their story, McAfee hasn’t frequently stayed with networks he’s been associated with in the past for too long. He’s worked with Westwood One, DAZN, and Barstool but hasn’t stayed for more than a year or two.

There’s an argument to be made that the latter two companies weren’t as experienced as a network when McAfee signed on with them compared to where they are today which could’ve pushed the host to leave. But at the end of the day, networks want to put money into long-term investments and it’s easy to see a network passing on working with McAfee for fear that he’ll leave them astray when he’s bored. 

It’ll also be difficult for McAfee to find a network that doesn’t put him behind a paywall. Amazon and Google are rumored to be potential new homes. But both are trying to increase subscribers for their respective streaming services.

It will be difficult to sell Amazon on investing money to build a channel on YouTube – a rival platform. For Google, they may have the tech infrastructure to create television-like programming but they aren’t an experienced producer, they’ve never produced its own live, daily talk show, and investing in McAfee’s show doesn’t necessarily help increase the number of subscribers watching YouTube TV.

Networks like ESPN, CBS, NBC, and Fox might make sense to partner with. But McAfee faces the possibility of being censored due to corporate interests. Each of these networks also operates its networks or streaming channels that air talk programming of their own. Investing in McAfee could cannibalize the programming they already own.

And if McAfee works with a traditional network that isn’t ESPN, it could jeopardize his ability to host game casts for Omaha or analyze games on Gameday. It’s not impossible but would definitely be awkward on days that McAfee does his show remotely from locations of ESPN games with ESPN banners and signage that is visible in the background.

If SportsGrid has the money to invest in McAfee, they might be his best bet. They have all the attributes McAfee needs and they already have a relationship with him. It is probably unlikely that he’ll be censored and he would even be able to maintain a relationship with FanDuel – a company SportsGrid also works alongside.  

Roku is another option — they already work with Rich Eisen — but they would move his show away from YouTube, something McAfee should resist since the majority of smart TV users use YT more than any other app.

If the NFL gave McAfee editorial independence, they would make the perfect partner but the likelihood of that happening is slim to none. NFL Media has independence but it was clear during the night of the Damar Hamlin incident that they will do whatever is necessary to stay away from serious topics that make the league look bad until it’s totally unavoidable. 

It’s hard to think of a partner that matches up perfectly with McAfee’s aspirations. But once again, at the moment, he’s on top of the world so anything is possible. The talk show host’s next move will be even more interesting to watch than the other fascinating moves he’s already made that have put the sports media industry in a swivel.

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BSM Writers

5 Tips For Networking At the BSM Summit

“Have a plan and don’t leave home without it.”

Jeff Caves




Bring your game plan if you attend the BSM Summit in LA next Tuesday and Wednesday. No matter your purpose for attending: to learn, get a job, speak, or sell an idea, you must be able to read the room. To do that, it helps to know who will be there and how you can cure their pain. 

Have a plan and don’t leave home without it. If you have time, buy How to Work a Room by Susan Roane. If you don’t, just follow these five tips:

  1. INTRODUCE YOURSELF: Before you arrive at The Summit, figure out what you want, who you want to meet, and what you will say. Once you get there, scout out the room and see if anyone of those people are available. Talk to speakers after they have spoken- don’t worry if you miss what the next speaker says. You are there to meet new people! Most speakers do not stick around for the entire schedule, and you don’t know if they will attend any after-parties, so don’t risk it. Refine your elevator pitch and break the ice with something you have in common. Make sure you introduce yourself to Stephanie, Demetri and Jason from BSM. They know everybody and will help you if they can.  
  2. GET A NAME TAG: Don’t assume that name tags will be provided. Bring your own if you and make your name clear to read. If you are looking to move to LA or want to sell a system to book better guests, put it briefly under your name. Study this to get better at remembering names.
  3. LOSE THE NOTEBOOK: When you meet folks, ensure your hands are free. Have a business card handy and ask for one of theirs. Remember to look people in the eye and notice what they are doing. If they are scanning the room, pause until they realize they are blowing you off. Do whatever it takes to sound upbeat and open. Don’t let their clothes, hair, or piercings distract from your message. You don’t need to wear a suit and tie but do bring your best business casual wear. A blazer isn’t a bad idea either. 
  4. SHUT UP FIRST! The art of knowing when to end the convo is something you will have to practice. You can tell when the other person’s eye starts darting or they are not using body language that tells you the convo will continue. You end it by telling them you appreciate meeting them and want to connect via email. Ask for a business card. Email is more challenging to ignore than a LinkedIn request, and you can be more detailed in what you want via email. 
  5. WORK THE SCHEDULE: Know who speaks when. That is when you will find the speakers hanging around. Plan your lunch outing to include a few fellow attendees. Be open and conversational with those around you. I am a huge USC fan, so I would walk to McKays– a good spot with plenty of USC football memorabilia on the walls. Sometimes you can find the next day’s speakers at the Day 1 after party. Need a bar? Hit the 901 Club for cheap beer, drinks, and food. 

You’re welcome. 

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Barrett Media Writers

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