It all started during one summer at broadcasting camp. Indeed, that is where Mia O’Brien’s foray into sports media began, drawing inspiration from lead instructors and decorated New York sports broadcasters Ian Eagle and Bruce Beck early into her high school days.
While many aspiring media professionals attend seminars and participate in other modes of instruction before college, few get to learn in the number one media market in the country, let alone from two of its most prominent air talents. As a native of Freehold, New Jersey, O’Brien took advantage of every opportunity to familiarize herself with professional teams, most notably the New York Yankees, and find her own unique style to differentiate herself from her competition.
“I attended that camp every summer for the next three summers, building my way through the advanced and elite versions of the [program], and then I was a counselor for two summers at the camp,” said O’Brien. “….The camp has evolved over the years, but it was the most critical step for me into getting into the field and also having a blueprint of sorts of how I would attack this career.”
Energized by her innate will and determination, along with the experiences she had had in her first summer at the broadcasting camp, O’Brien began doing freelance media work as a high school student. Whether it was serving as a summer camp videographer, a broadcast and digital media intern with the New Jersey Jackals, or as a social media and communications intern for her local assemblywoman, O’Brien always remained open to any opportunities that would help her advance her career. From participating in the broadcasting camp, she also worked as a student reporter for MSG Networks on its MSG Varsity channel during her junior and senior years of high school, an anomaly in and of itself – no less in “The Big Apple.”
O’Brien began studying at Ithaca College in 2011 as a Park Scholar, and immediately began partaking in various extracurricular activities, including Ithaca College Television, WICB Radio and the Student Government Association. By her junior year, she was named the sideline reporter for the Ithaca College Bombers football team and hosted The Gridiron Report, a football magazine television show – doing it all as the only woman on-air at the entire school. One year later, she was voted as senior class president. During her free time, she volunteered as a coach at the Ithaca Youth Bureau and helped at a local school, all while maintaining a high grade-point average and freelancing as both a sports reporter for WENY-TV and college football columnist for AOL Sports.
While many of her college experiences were linked to media as a whole, some of them may not have had an obvious correlation to what was her career trajectory; however, all of her activities ultimately served as means to an end. An example of such – aside from her role in the media industry, O’Brien recently completed her first semester adjunct teaching at the University of North Florida within its leadership department.
“When you’re in college, when you’re early in your career, do everything,” said O’Brien. “You never know what random skill or random club you’re a part of then leads to a job down the line.”
Ithaca College is one of a handful of schools known for its communications program and success in placing graduates in favorable positions to land jobs thanks to its vast alumni network and state-of-the-art facilities. Yet one does not need to go to schools known for communications, according to O’Brien, so long as wherever they go not only has the necessary equipment and facilities – but also opportunities. At some larger and prominent communications schools, those can be especially tough to come by.
“You need to make sure at your school there are games you can call – whether that is live-streamed on the internet, radio broadcasts, TV, it doesn’t matter,” O’Brien emphasized. “[You need] the opportunity to get reps calling games or get reps reporting on games and turning packages.”
Upon her graduation from Ithaca College, O’Brien relocated to Cedar Rapids, Iowa to take her first full-time television job as a multimedia journalist and sports anchor at KGAN/KFXA, the locale’s CBS and FOX affiliates, respectively. While it may seem like a smaller market from the outside, Cedar Rapids is within driving distance of several sports hubs, including Chicago, St. Louis and Milwaukee, and has several NCAA Division I programs including the University of Iowa, University of Northern Iowa and Iowa State University.
“To get to cover three major D-1 programs at 22 years old in the heart of Big 10 country is a rare, rare opportunity,” said O’Brien. “It’s obviously changed a little bit now with the evolving nature of local news. At the time, it was not easy to jump right there.”
O’Brien made a sacrifice going from Ithaca to Cedar Rapids in an effort to galvanize her career, and was the only woman reporting on sports in the state for quite some time. Even though it is not a major market in terms of size, the daily grind was enough to allow her to garner and refine the skills necessary to continue to move upwards in sports media. She would not have had it any other way though, and remains grateful for what it taught her to this day working in a different region of the country.
“I firmly believe if anyone wants to get into the media business, you have to know how to tell stories and you have to know how to work the gear,” said O’Brien. “You learn how to do that in local news. They throw you into the deep end nine times out of 10, and I was definitely prepared for my next step in my career and beyond.”
O’Brien’s reputation as an on-air talent from her early days in the industry was as someone who possessed great creativity, candor and congeniality; however, the first of those three “C’s” was suppressed during her time in Cedar Rapids. Upper management’s philosophy of local news and its purpose did not align with O’Brien’s long-term goals; therefore, she left Iowa after three years and moved to Jacksonville to take a job with First Coast News. Then, everything changed.
“It was [because of] the ownership group at First Coast News that I was truly able to embrace the creative person that I was at Ithaca [and] that I wanted to be in the field,” O’Brien stated. “….I can’t thank them enough for that opportunity to really tap back into that side of my brain and also giving me the opportunity to really attack any and every project I wanted to…. Whatever it was, they said ‘Here’s the trampoline – go jump on it.’”
For over two-and-a-half years on local news television in Jacksonville, O’Brien reported on the Jacksonville Jaguars and Florida Gators, along with other local high school and college sports teams.
She decided to make the move to work in radio on a full-time basis this past March. While the move may have seemed confusing to those on the outside, following a similar path to other women in the industry, including Vanessa Richardson of ESPN 97.5 Houston, made it less daunting for O’Brien.
After working as a co-host for the all-women sports show Helmets & Heels on 1010 XL/92.5 FM Jax Sports Radio for just over six months, O’Brien accepted her first Monday-to-Friday job at the station. In her new role, O’Brien has teamed up with Joe Cowart, Leon Searcy and Matt Hayes on XL Primetime, a midday trio that had fostered a working chemistry to create an entertaining and informative radio program. The co-hosts, along with show producer J.J. LaSelva, were welcoming and offered their assistance to O’Brien to help her assimilate into the show, and it was assistance that she certainly valued. Yet she knew through her previous experiences in media that chemistry is not fostered instantaneously and cannot usually be expedited. Thus, she studied the rhythm of the show and eventually found points where she could contribute.
“Getting used to the workflow; getting used to ‘Okay, this is where I step in [and] this is where I step out and I let everybody else talk.’ I knew it wasn’t going to be an overnight fix,” said O’Brien. “It’s still not completely 100% perfect and it never will be, but it definitely took a little bit of time.”
In terms of professional sports, Jacksonville, Fla. revolves around its NFL team, and the city also has franchises in the East Coast Hockey League and Indoor Arena League. Additionally, it is home to the Jacksonville Jumbo Shrimp, the Triple-A affiliate of Major League Baseball’s Miami Marlins, and the PGA Tour’s PLAYERS Championship often takes place just outside of the city. Being able to talk about the local teams, along with national sports news, has been a welcome change for O’Brien, who had grown accustomed to stringent time limits on her reporting in local news.
“We can talk NBA; we can talk other sports on radio because we have three hours a day to fill,” O’Brien said. “That’s been really fun because in local television, we don’t necessarily have that because… you’re only getting a minute-thirty for a story [and] three minutes for your sportscast so you’re really hyper local-focused. In radio, we can talk about whatever we’re feeling; whatever the news of the day is, and that has been really exciting because I do have a lot of interests.”
Even so, much of the listening audience in Jacksonville craves content related to the Jaguars, whether it be during the season or the offseason. O’Brien does more than just co-host the station’s midday sports radio show, but also manages its multimedia content, meaning she must have even more of an awareness of what resonates with the audience and the alacrity to deliver it to them.
“You have to pick and choose how you are strategic in what you put out there in terms of the content,” said O’Brien. “It’s been a learning process; it has been a learning curve… but it’s exciting and the hope is obviously down the line we’ll have an even better idea of what our audience wants.”
One of the ways in which 1010 XL/92.5 FM Jax Sports Radio has penetrated into the digital age of radio is by making sure all of its shows are supported with video, to ensure fans have multiple means of consumption and engagement. The 1980 hit single Video Killed The Radio Star by The Buggles has been proven wrong, according to O’Brien, for video is now enhancing the brand of the radio star and the content and ratings of their radio station.
“By streaming, not only do you tap into more potential consumers, but for us on the digital/multimedia side, it’s so much easier for me to press inpoint, outpoint [and] crop that clip if there’s a great moment from a show and then stick it on Instagram… TikTok… or Twitter,” said O’Brien. “It promotes our posts [and] gives the consumers an idea of who [the hosts] are and what they look like.”
One of O’Brien’s ongoing projects is working on the documentary series The Book of Bo, a look into the career of former Jacksonville Jaguars’ tackle Tony Boselli. The series will be released in various chapters, and will be made available in video form on Facebook and YouTube for fans to watch. Additionally, O’Brien has been appearing across station programming to play clips from each upcoming episode to create buzz and promote the series as a whole.
“I think it’s really cool that the station has supported initiatives like that, and moreover my general manager Steve Griffin has been amazing in terms of whatever I need, they go get for me,” said O’Brien. “They are ready to tap into the future and step into what multimedia sports coverage is going to be 10-20 years down the line, and I don’t think a lot of terrestrial radio stations could say that.”
Terrestrial radio as a means of transmission and paradigm on which to base content is not being eliminated; rather, it is simply being modified to be part of a multi-platform approach to creation and subsequent dissemination. Through this modern approach, stations like 1010 XL/92.5 Jax Sports Radio are able to remain at the forefront of innovation and find new ways to expand their body of consumers.
“I think what’s really cool is that the terrestrial radio station is obviously the backbone to everything we do; that’s what gives us the ability to take risks like what we’re doing with this project and so many others,” O’Brien explained. “But at the same time, you can still utilize it; it’s not like it’s going away. We are keeping terrestrial radio – that’s not going anywhere – it’s how we generate so much of our content. We can use the multimedia channels to also generate content that we can then put on terrestrial radio as well.”
Throughout this story, a theme you may have noticed is how O’Brien was consistently one of, if not the only woman working in sports media from the time she attended broadcasting camp. Although she has occasionally worked with other women in the industry, including ESPN’s Emily Kaplan who just served as the network’s lead hockey reporter during the Stanley Cup Finals, she never saw her situation as unique. Rather, she accepted it as an aspect of the intrinsic meritocracy of sports media and was thankful for her other colleagues for viewing her as another member of the team.
As the conversation around diversity has been amplified though, it has shifted her perspective and opened her eyes to the disparities that regrettably exist in sports media. O’Brien hopes to serve as an inspiration to girls looking to work in sports media, and is always willing to extend a helping hand to those who need it.
“That’s something I think I would have done anyway, but I think a lot of the conversations around women in sports and encouraging women to reach out to each other and to have this bond and commiserate about some of the nuances that go on in the industry – I think that has encouraged me not to just dismiss it as: ‘Well, I’m just one of the guys.’”
O’Brien is currently the only woman on the Jaguars’ beat on a day-to-day basis, continuing to prove women can work in all facets of the industry. There are obvious implications of the imbalance ingrained within parts of the industry, yet by taking action, people – whether they are directly affected or not – can right these wrongs to foster an environment of inclusivity and equity. Nonetheless, O’Brien and other women working in sports say they are selective in terms of what complaints they choose to publicly voice.
“The more flexible and adaptable you can be and the more you can laugh and just move past and kind of pick and choose your battles, the better off you’re going to be,” O’Brien said, “and also knowing there’s other women out there going through similar situations.”
It is evident that O’Brien enjoys the spontaneous nature of her career, being able to work on multiple projects varying in size and scope to bring content to sports fans inside and outside of Jacksonville. Much like Samantha Ponder, the former host of College GameDay on ESPN, O’Brien values versatility in media, and likes being able to do multiple things such as sideline reporting, hosting and audiovisual post-production work. As long as she continues to find new ways to differentiate herself in today’s media landscape by utilizing and enhancing the repertoire of skills she has been cultivating since broadcasting camp, O’Brien will “Catch ya later,” on whatever platform you choose.
“I knew very early on that sitting at a desk wasn’t going to be my M.O., and it still isn’t,” said O’Brien. “I also enjoy changing it up – whether that’s working on a video project one day; working on a podcast project the next day; meeting with clients a third day. I feel very lucky that this is a very big step forward towards that ultimate career goal of being a Swiss-army knife. Not that I wasn’t before, but I especially am now.”
