Jamie Horowitz has applied his distinctive creative vision to transform sports programming since co-founding Omaha Productions with Peyton Manning in 2020. As president of this thriving media company, Horowitz draws on years of experience developing hit shows to create authentic sports content that resonates with viewers across platforms.
Creative Philosophy: Authenticity and Talent-First Approach
The sports media executive refined his creative approach through progressive roles at major networks. After starting his career at NBC Sports, Horowitz made his mark at ESPN developing innovative programs like “First Take” and “SportsNation.” His subsequent leadership positions at Fox Sports as President of National Networks, DAZN, and WWE provided him with a comprehensive understanding of what engages sports audiences.
At Omaha Productions, Horowitz has implemented a content philosophy centered on three core principles: authentic voices, compelling narratives, and high production values. This approach has yielded remarkable results, with the company producing Emmy-winning broadcasts, hit streaming series, and popular digital content in just four years.
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The flagship “ManningCast” exemplifies Horowitz’s programming vision. This alternative Monday Night Football broadcast features Peyton and Eli Manning providing casual commentary from their homes, welcoming celebrity guests, and offering insights only former NFL quarterbacks could provide. The show won a Sports Emmy Award and attracts approximately 1.6 million viewers per episode.
“Jamie Horowitz knows how to build shows around personality,” noted sports media critic Richard Deitsch. “The ManningCast works because it lets Peyton and Eli be themselves rather than forcing them into a traditional broadcast format.”
From Access to Impact: Building Programming Around Relationships
This talent-first approach extends across Omaha’s programming slate. For the Netflix documentary series “Quarterback,” Horowitz worked closely with Patrick Mahomes, Kirk Cousins, and Marcus Mariota to ensure they were comfortable with the unprecedented access granted to film crews. The resulting eight-part series accumulated 21.4 million viewing hours in its first week on Netflix.
“Full Court Press” applied similar principles to women’s college basketball, following stars Caitlin Clark, Kamilla Cardoso, and Kiki Rice through the 2023-24 NCAA season. Horowitz recognized the growing interest in women’s sports and created a series that captured both the athletic achievements and personal journeys of these remarkable players.
“There’s always women’s basketball legends supporting women’s basketball. That’s never been the issue,” Clark noted at the series premiere. “[When] it’s football players, men’s basketball players, golfers, swimmers…or even just public figures that are now supporting women’s basketball, that’s the coolest thing.”
Horowitz has also expanded the “Places” franchise on ESPN+, beginning with “Peyton’s Places” and growing to include series hosted by other sports legends exploring their respective sports’ histories. This educational yet entertaining format has become a cornerstone of ESPN+ original programming.
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Leadership Methods: Research, Adaptation, and Collaborative Development
The creative process at Omaha Productions reflects Horowitz’s collaborative leadership style. “I continue to believe that the best leadership philosophy is to oddly have no philosophy,” he once explained. “I think it’s more effective – though harder – to try to understand each person and then tailor your leadership to that individual.”
This flexible approach allows Horowitz to work effectively with different personalities, from NFL quarterbacks to production teams to network executives. By tailoring communication and direction to each individual, he creates an environment where creativity flourishes.
Research plays a crucial role in Horowitz’s program development. “I continue to believe the most underrated part of finding new ideas is endless research,” he noted. “Through the years, many of the shows that my teams have launched that were considered original were often just the combination of some other shows or ideas that had worked in different genres or different eras.”
This methodical approach to content creation has allowed Omaha Productions to identify opportunities other companies might miss. When developing “The Buddy Way,” a documentary about college football coach Buddy Teevens, Horowitz recognized the potential in a story about innovation in player safety and inclusive coaching practices – topics that might seem niche but proved universally compelling.
Horowitz also emphasizes the importance of adapting to changing viewer habits. He has observed the media industry’s shift from a “top-down” model to a more “bottom-up” approach where creators connect directly with audiences. This insight has informed Omaha’s digital strategy, allowing the company to build communities around its content.
The results of Horowitz’s programming vision are evident in Omaha’s rapid growth. The company, valued at approximately $400 million after just four years, has expanded from three employees to over 40 while maintaining consistent quality across all projects.
Peter Chernin, former president of News Corp and an investor in Omaha Productions, highlighted Horowitz’s creative drive: “I would never underestimate the level of his ambition. He’s super impressive, incredibly smart, and incredibly focused.”
As Jamie Horowitz continues to guide Omaha Productions’ creative direction, his commitment to authentic storytelling remains unchanged. By developing programs that celebrate human achievement, foster community, and provide genuine insight, he has established Omaha as a trusted voice in sports media – one that entertains while respecting both subjects and viewers.
