Join Robert Steinfeld on his path from eager, ambitious teenage journalist to ultimately realizing his dream to produce some of sports biggest events on national and regional television. Along the way, you’ll read how he’s crossed paths with major athletic stars like Cal Ripken, Alex Rodriguez, Nolan Ryan, Nancy Lieberman, Tim Duncan, David Robinson, Bill Walton plus announcers Bob Costas, Jim Nantz, Robin Roberts, and more.
Go inside the world of sports television with stories about Dream Team I USA Basketball’s journey in the 1992 Barcelona Olympic Games; his triumphs and efforts at the 1996 Olympics in Atlanta; working with two Hall of Fame pitchers in Nolan Ryan and Randy Johnson; stories from his five decades in the NBA with the Dallas Mavericks, San Antonio Spurs, New Orleans Pelicans and the league itself; producing MLB and College Sports for ESPN and serving as Executive Producer of the WNBA Dallas Wings for the last 7 seasons. Along the way, he’s been a champion for gender equity. Robert takes you inside the world of sports television during his roles with ESPN, CBS, NBC, ABC, Fox and regional sports networks with some lessons for aspiring journalists along the way.
If you love watching sports television, interested in sports media, if you’re a broadcast journalist and or aspire to become an Emmy Award-winning sports producer or director, then you’ll enjoy this book. Let the countdown begin….3…2…1…We’re On The Air!
Join Robert Steinfeld on his path from eager, ambitious teenage journalist to ultimately realizing his dream to produce some of sports biggest events on national and regional television. Along the way, you’ll read how he’s crossed paths with major athletic stars like Cal Ripken, Alex Rodriguez, Nolan Ryan, Nancy Lieberman, Tim Duncan, David Robinson, Bill Walton plus announcers Bob Costas, Jim Nantz, Robin Roberts, and more.
Go inside the world of sports television with stories about Dream Team I USA Basketball’s journey in the 1992 Barcelona Olympic Games; his triumphs and efforts at the 1996 Olympics in Atlanta; working with two Hall of Fame pitchers in Nolan Ryan and Randy Johnson; stories from his five decades in the NBA with the Dallas Mavericks, San Antonio Spurs, New Orleans Pelicans and the league itself; producing MLB and College Sports for ESPN and serving as Executive Producer of the WNBA Dallas Wings for the last 7 seasons. Along the way, he’s been a champion for gender equity. Robert takes you inside the world of sports television during his roles with ESPN, CBS, NBC, ABC, Fox and regional sports networks with some lessons for aspiring journalists along the way.
If you love watching sports television, interested in sports media, if you’re a broadcast journalist and or aspire to become an Emmy Award-winning sports producer or director, then you’ll enjoy this book. Let the countdown begin….3…2…1…We’re On The Air!
Every good television sports presentation requires the talent and hard work of those who are never seen or heard on the air, and whose names don’t always appear near the top of the credits. This is especially true at an Olympics where thousands of such people are unheralded but are certainly indispensable. Bob Steinfeld has been part of significant productions at the local, national and international level. Here are his stories of decades in sports TV.
3… 2… 1…We’re on the Air! is a fantastic look back at all the consequential moments that my friend Bob Steinfeld experienced during his many decades behind the scenes in sports.
I have been blessed to be a Naismith Memorial Basketball Hall of Famer, a two-time Olympian, and the second woman to be hired as an assistant coach in the NBA with the Sacramento Kings. After that, I became the first female head coach in a man’s professional league, the Big3. We won the 2018 championship, and I was named coach of the year. You have to think, life has been great!
Then I met Bob Steinfeld. He was bold, hardworking and always demanded excellence. I knew we would be friends. As a broadcaster, I’ve been working for Fox Sports and other networks since 1980, covering NCAA men’s and women’s hoops, NBA and WNBA games, and serving as a studio analyst and sideline reporter. I’ve also covered four Olympic games for NBC. With all these experiences under my belt, I then had the opportunity to work with Bob Steinfeld — who we affectionately call “Dr. Bob” or “Steiny” — one of the best producers in the business.
— Nancy Lieberman, Naismith Basketball Hall of Famer, two-time Olympic silver medalist, and Big3 Champion/coach of the year
Dr. Bob Steinfeld’s latest masterpiece, 3… 2… 1… We’re On The Air!, perfectly captures the essence of our lives: storytelling, which is the basis of knowledge, education, and entertainment.
Leadership (a requisite for success) and production (actually making it all happen) are two elements that define Bob Steinfeld. He has spent his life in the cockpit of high stakes, intense pressure of media content, creation, and delivery. He’s forever behind the camera, in the production truck, calling the shots, steering the show, keeping it real, and ensuring his team stays on the tracks.
I know, I was there. He’s as good as it gets, as is his tale. Bob is at the top of the mountain. Come with us here on our wild ride through life, on our way to the promised land. The countdown has begun. The pressure’s on. This space is getting hot. 3… 2… 1… We’re On the Air!
— Bill Walton, Naismith Memorial Basketball Hall of Famer, two-time NBA champion in 1977 and 1986, NBA MVP in 1978, and network sportscaster
Author’s Note: Naismith Memorial Basketball Hall of Famer Bill Walton and I worked NBA telecasts together; was my NBC Sports sideline reporter at the 1996 Summer Olympics in Atlanta; and most of all a friend. He once invited us to his home in San Diego for an interview about his former college basketball head coach at UCLA, the legendary John Wooden. On June 1, 2023, Bill was kind enough to write the following introduction for this book. Unfortunately, I learned of his passing on May 27, 2024. He had a larger-than-life personality, was opinionated, loved the Grateful Dead and was one of the best collegiate and pro centers ever. There really was no one like him. He will be missed. I appreciated his kind words here which echoed his colorful personality. As I read it, I could almost hear his passionate, colorful voice.
Robert Steinfeld has produced and directed network sports television for five decades covering MLB, NBA, WNBA, college basketball and football, NCAA Championships, World Cup Soccer, Cotton Bowl Classics and summer Olympics. He’s Executive Producer of the WNBA Dallas Wings. His innovated work has earned him 10 Sports Emmy Awards plus five more nominations, a national Cable Ace Award nomination, plus additional industry accolades. Robert has produced five highly-successful and critically acclaimed baseball pitching instructional videos – including Nolan Ryan’s Fastball with Randy Johnson. He’s been fortunate to work with hall of fame athletes and broadcasters along the way. A New Jersey native, Robert grew up in Dallas where he attended Hillcrest High School and then the University of Texas-Austin. He and his wife, Sarah, have two adult children, Elaine and Lee, plus two grandchildren.
Robert Steinfeld has produced and directed network sports television for five decades covering MLB, NBA, WNBA, college basketball and football, NCAA Championships, World Cup Soccer, Cotton Bowl Classics and summer Olympics. He’s Executive Producer of the WNBA Dallas Wings. His innovated work has earned him 10 Sports Emmy Awards plus five more nominations, a national Cable Ace Award nomination, plus additional industry accolades. Robert has produced five highly-successful and critically acclaimed baseball pitching instructional videos – including Nolan Ryan’s Fastball with Randy Johnson. He’s been fortunate to work with hall of fame athletes and broadcasters along the way. A New Jersey native, Robert grew up in Dallas where he attended Hillcrest High School and then the University of Texas-Austin. He and his wife, Sarah, have two adult children, Elaine and Lee, plus two grandchildren.
I have known Bob for almost 35 years as a decorated sports television producer. He made an immediate impression on me with his steady hand, gracious personality, and a keen sense of how to navigate a large crew through a broadcast. 3….2….1… We’re On the Air takes us into the production truck for an authentic look at how it all comes together. Just writing that title gets my energy and excitement up. I just wish it was more frequently Bob’s voice that was counting down into my headset! Nothing but respect!
Bob shares his incredible behind-the-scenes experience from the elite level of journalism and broadcasting. He captures the challenges and true struggles that go into producing the best of the best from professional sports to the Olympic Games. His book captivates our hearts and minds as it conveys the quest for excellence. Bob’s advocacy for gender equity in sports is one of the many inside stories he reveals from his memorable lifetime in television.
