CULVER CITY, Calif. — Just twenty minutes before the December 18 broadcast of Amazon’s “Thursday Night Football” began, seven team members in a studio lot turned their attention to the front of a room on the first floor.
“It’s time for the pregame speech,” announced Sam Schwartzstein.
Sam Schwartzstein’s Role
The vibrant 36-year-old, a former standout center at Stanford, joined Amazon in 2022 to lead “Prime Vision With Next Gen Stats.” While the primary feed features legendary play-by-play announcer Al Michaels and analyst Kirk Herbstreit for mainstream audiences, “Prime Vision” targets die-hard football enthusiasts, aiming to transform football viewing experiences.
Changing Perspectives
Schwartzstein may lack the fame of Michaels or Herbstreit, but his voice carries weight in football circles due to the rules he helped implement, which have notably altered NFL gameplay. Inside the “Brain Cave,” he engages researchers, asking each about their passion for the sport before asserting, “I do it for winning.” Schwartzstein’s competitive history includes a 50-6 record in football games from varsity onward, presenting another chance for victory that evening.
Targeting Hardcore Fans
During his time at Stanford, Schwartzstein learned from Jim Harbaugh while blocking for future NFL star Andrew Luck, but he sought a coaching career rather than pursuing one in the league. Instead, he worked for the XFL, where he created strategies to streamline games and enhance viewer experience. At Amazon, his mission was similar: to transform the way hardcore fans engage with football.
Innovative Features of ‘Prime Vision’
On “Prime Vision,” viewers can observe all 22 players from an overhead camera view, akin to coaches’ game film, while advanced statistics and AI-powered features provide insights on player performance and strategic decisions. Schwartzstein interjects with brief explanations of game dynamics, offering a “guided viewing experience” aimed at enhancing understanding of on-field actions.
Behind the Scenes
Since its inaugural NFL broadcast in 2017, Amazon has invested billions in securing sports broadcasting rights, recognizing that sports remain a primary form of appointment television. Schwartzstein and his team leverage advanced metrics and AI to deepen fan engagement, developing features based on a wealth of data collected during games.
Continuous Innovation
With an emphasis on fostering innovative viewing experiences, Schwartzstein collaborates with a team of data scientists to create AI features that provide timely insights, addressing areas previously underexplored in football broadcasting. As viewer engagement evolves, Amazon’s “Prime Vision” feed stands out for its comprehensive integration of data, catering intricately to the dedicated football fan.
