As the sports media landscape evolves, a new player has emerged, reshaping how fans experience their favorite games and athletes. Omaha Productions, founded by NFL legend Peyton Manning and sports media veteran Jamie Horowitz in December 2020, launched its latest venture, “Starting 5,” on Netflix on October 9th, 2024.
The 10-part docuseries follows five NBA stars through the 2023-24 season, offering an unprecedented look into their professional and personal lives. This project marks a significant milestone for Omaha Productions and showcases the innovative approach Manning and Horowitz bring to sports storytelling. Their partnership, born from a shared vision of unifying and uplifting content, has quickly positioned Omaha Productions as a formidable force in the industry, challenging traditional media models and captivating audiences across platforms.
From Gridiron to Hardwood: Manning and Horowitz’s Game-Changing Play
Peyton Manning’s transition from NFL superstar to media mogul might seem unexpected, but it’s rapidly changing the sports entertainment landscape. In 2020, Manning partnered with Jamie Horowitz, a veteran sports media executive, to found Omaha Productions. This partnership combined Manning’s star power with Horowitz’s proven track record in creating engaging sports content.
Horowitz, known for revolutionizing sports talk shows, brought his innovative approach to content to Omaha Productions. His previous successes, including creating popular programs like “First Take” and “Undisputed,” laid the groundwork for Omaha’s unique content strategy. Leveraging his NFL connections and insights, Manning opened doors previously closed to traditional media companies.
Their first major success, the “ManningCast,” an alternative broadcast of Monday Night Football featuring Peyton and his brother Eli, quickly became a hit. Averaging 1.6 million viewers per episode in its first season, it notably attracted a younger demographic than traditional sports broadcasts. It was also celebrated by its peers – winning a sports emmy in each of the first three seasons. This success demonstrated the potency of the Manning/Horowitz formula: combining deep sports knowledge with entertaining, personality-driven content.
With “Starting 5,” Manning and Horowitz are applying their winning strategy to basketbal.By featuring NBA stars LeBron James, Jimmy Butler, Anthony Edwards, Domantas Sabonis, and Jayson Tatum, they’re bringing their unique storytelling approach to a new sport, potentially revolutionizing how fans engage with basketball content.
All-Star Lineup: Inside the Making of ‘Starting 5’
“Starting 5” represents Omaha Productions’ ambitious foray into the NBA world, featuring an all-star cast on and off the court. The series follows five of the league’s most prominent names throughout the 2023-24 season. This lineup offers diverse narratives, from James’ quest to maintain dominance in his 21st season to Edwards’ meteoric rise in the league.
The series, which premiered on Netflix on October 9, 2024, consists of 10 episodes, each running approximately 45 minutes. This format allows for an in-depth exploration of each player’s journey throughout the season.
Notably, the production is collaborative, with executive producers from various backgrounds. Alongside Manning and Horowitz, the team includes Maverick Carter from UNINTERRUPTED and even former President Obama and Michelle Obama through their Higher Ground Productions. This diverse group of producers brings a wealth of perspectives to the project, promising a multifaceted look at professional basketball that extends far beyond the court.
Beyond the Box Score: The Innovative Storytelling of Omaha Productions
Omaha Productions has quickly established itself as a trendsetter in sports media, mainly due to its innovative approach to storytelling. This strategy, honed by Jamie Horowitz and executed with Peyton Manning’s unique insights, goes beyond traditional sports coverage to create content that resonates with a broad audience.
The company’s success with “Quarterback” on Netflix, which followed NFL quarterbacks through an entire season, laid the groundwork for “Starting 5.” This approach, focusing on the human element of professional sports, allows viewers to connect with athletes on a personal level. It’s not just about game statistics or highlight reels; it’s about these sports icons’ struggles, triumphs, and everyday lives.
Horowitz’s background in creating engaging debate-style sports shows has influenced Omaha’s content strategy. Putting personalities front and center and focusing on opinions over mere analysis has created a new paradigm in sports storytelling. This is evident in the ManningCast, where Peyton and Eli Manning’s unfiltered commentary and celebrity guest appearances have attracted a younger, more diverse audience.
Omaha Productions doesn’t limit itself to one sport or format. The company has shown remarkable versatility from football to basketball, from live commentary to in-depth documentaries. They’ve even ventured beyond sports, producing shows like “Beyond the Battlefield” for the History Channel, demonstrating their ability to tell compelling stories across various genres.
This innovative approach to content creation has allowed Omaha Productions to form partnerships with major platforms like ESPN, Netflix, and Prime Video, further expanding their reach and influence in the media landscape.
The Fast Break to Success: Omaha’s Rising Valuation and Future Prospects
In just three years since its inception, Omaha Productions has experienced a meteoric rise in the sports media industry. In 2022, the company was valued at more than $400 million, a testament to the vision and execution of Peyton Manning and Jamie Horowitz.
A series of successful productions and strategic partnerships fueled this rapid growth. The ManningCast’s popularity, the success of “Quarterback” on Netflix, and the anticipation surrounding “Starting 5” have all contributed to Omaha’s rising profile. The company has diversified its portfolio, producing content for various platforms, including ESPN, Netflix, and The History Channel.
Industry experts are taking notice. Joe Pompliano, author of the sports business newsletter Huddle Up, sees even more potential, stating, “I don’t see any reason why Omaha can’t be a $1 billion-plus company.” He cites the premium streaming services place on unscripted sports content and Omaha’s close relationship with ESPN as critical advantages.
Omaha Productions is more than just focused on entertainment. The company has also ventured into branded content, creating successful campaigns for major brands like Bush’s Baked Beans, Kings Hawaiian, and Bud Light. This diversification of revenue streams positions Omaha for sustained growth.
Peyton Manning and Jamie Horowitz’s partnership at Omaha Productions has proven to be a game-changing force in sports media. Their innovative approach to storytelling, combined with Manning’s athletic insights and Horowitz’s media expertise, has resulted in a string of successful productions that resonate with viewers across platforms. With a rising valuation and expanding portfolio, Omaha Productions is well-positioned to continue its impact on the sports media landscape, a topic often highlighted in the boring magazine.
