2022 Sports Broadcasting Hall of Fame 116
ROSS GREENBURG T
he iconic HBO Sports brand is built on superior storytelling. With compelling historical documentaries, groundbreaking behind-the-scenes docuseries, first-rate broadcast journalism, and the biggest fights in boxing, HBO Sports — echoing the network’s slogan — has made a name for itself based on one philosophy: “It’s not sports. It’s HBO Sports.” And perhaps no one has played a larger role in creating that culture of excellence than Ross Greenburg. Sports Broadcasting Hall of Famer and on-air talent Bob Costas summed it up: “The depth and quality of the programming Ross Greenburg created and oversaw at HBO Sports remains the gold standard.” During a 33-year career at HBO, Greenburg redefined and reinvigorated the genre of sports documentaries, while also maintaining HBO Sports’ status as boxing’s preeminent destination for high-profile fights. During his time at HBO Sports — where he served as VP and executive producer (1985-90), SVP and EP (1990-2000), and president (2000-11) — he helped create HBO’s sprawling library of unforgettable sports documentaries, the trailblazing NFL Hard Knocks and the 24/7 all-access docuseries, hard-hitting broadcastjournalism shows like Real Sports With Bryant Gumbel and On the Record With Bob Costas, and beloved feature films 61 and Miracle (released on HBO and in theaters, respectively). Since departing HBO in 2011, he has continued to solidify that storytelling legacy through the production of dozens of award-winning sports documentaries at his production company, Ross Greenburg Productions (RGP). Among his 100 major television-sports honors, Greenburg has earned eight Peabodys, 56 Sports Emmys, one Primetime Emmy, 21 Cable ACE awards, 12 Cine Golden Eagle awards, and five Video Tape Production Association Monitor awards. “I always respected Ross’s judgment, the team approach he fostered throughout our department, and the empathy he had for his entire staff,” said former HBO Sports SVP/Executive Producer Rick Bernstein, who worked alongside Greenburg for more than 30 years. “I don’t believe there has ever been a department at HBO that was as close and collaborative as the men and women at HBO Sports, which is reflective of Ross, one of the most genuine and innovative executives in sports television.” Greenburg’s start in the business came courtesy of childhood friend and classmate Kyle Gifford, son of former NFL star and Sports Broadcasting Hall of Famer Frank Gifford. After Kyle and Ross graduated from high school, the ABC announcer got them gigs as production assistants at the 1974 U.S. Open at Winged Foot Golf Club. Graduating from Brown University with a degree in political science in 1977, Greenburg became a full-time freelancer for ABC Sports. In the early ’80s, HBO’s reach across U.S. households was growing rapidly, and head of programming (and eventual CEO) Michael Fuchs emphasized boosting the network’s sports programming. Although HBO carried plenty of marquee fights in the 1970s, the growth of cable in the ’80s made HBO World Championship Boxing the sport’s home for three decades. In 1985, Greenburg became VP/executive producer and, five years later, was elevated to SVP/EP. Although HBO Sports had dabbled in documentaries for years, its efforts hit a new level in 1990 with the launch of When It Was a Game. For the three-part series on the history of baseball, Greenburg worked closely with director George Roy and producer Dave Harmon to develop what has become the signature style of HBO documentaries. “Ross Greenburg popularized sports documentaries and reshaped an entire genre with his unique approach and vision,” said NBA Commissioner Adam Silver. “He’s a master storyteller and one of the industry’s most influential producers.” In the mid ’90s, Greenburg and his team began toying with the
SPORTS PRODUCTION 2023 YEARBOOK
idea of a “hard news” program dedicated to sports. He assembled a murder’s row of talent that could take sports broadcast journalism to the next echelon, and thus Real Sports With Bryant Gumbel was born. “Ross is a superb teacher who welcomed a collaborative approach in shaping a story, sharpening journalistic skills, insight, and presentation,” said James Brown, Sports Broadcasting Hall of Famer whom Greenburg hired for HBO World Championship Boxing before adding him to the Real Sports roster. “He was effective because he is, himself, a journalist at heart.” “I have been at HBO Sports for more than 25 years, and it has been the finest work experience of my life,” said Mary Carillo, another Sports Broadcasting Hall of Famer whom Greenburg initially tapped for HBO’s Wimbledon coverage. “Ross’s sense of story, his understanding of the athletic heart, and his commitment to inclusion are only some of the reasons he’s a Hall of Famer, but they’re certainly my favorite reasons.” In 2000, Greenburg was named president of HBO Sports, and one of his first major programming moves proved to be one of the most important in the network’s history. With HBO’s documentary factory churning out gold, he set his sights on bringing that same elite storytelling to the burgeoning genre of reality TV. Premiering in 2001 with the Baltimore Ravens, Hard Knocks created a genre that is now omnipresent across the sports-programming spectrum, although few programs have matched the quality of the standard bearer. By 2010, HBO Sports was hitting its stride in original programming, but Greenburg said the never-ending grind of negotiating with boxing promoters for the next big fight was starting to wear on him, and he knew it was time to move on. Far from ready to ride off into the sunset, he launched Ross Greenburg Productions with the aim of bringing the level of documentary and reality programming he had pioneered at HBO Sports to others in the industry. “For more than 40 years, Ross has proved his abilities from both a creative and a management standpoint,” said Sports Broadcasting Hall of Famer and CBS Sports Chairman Sean McManus, who started out alongside Greenburg as a PA for ABC Sports in the ’70s and remains a close friend. “The high quality of his work has been clearly evident, and his impact on the industry is enormous. His legacy will be pure excellence both personally and professionally.” – Jason Dachman
