When Jody Avirgan was asked to transform ESPN’s widely-praised 30 for 30 docuseries into a podcast, the producer, who has created podcasts for WNYC and FiveThirtyEight, mused whether the easiest solution might be to convert the documentaries wholesale. That notion quickly faded. “If we are going to uphold the standard and approach journalistically and aesthetically that 30 for 30 films have set, we need to think of these as original audio documentary efforts,” Avirgan told me recently by phone. “It’s not two guys in a room talking sports—it’s reporting original new stories that fit for audio.”
This was Avirgan’s dilemma for 30 for 30 Podcasts, which launched its first season in late June with an exploration of Reebok’s marketing build-up for the 1992 Olympics, a campaign built around decathlon favorites Dan O’Brien and Dave Johnson. Sports is a visual medium. We consume sports live, often on high-definition televisions — and soon, possibly, in VR — and conveying the intensity of a tackle is difficult to translate through audio. That’s why even though we are in the midst of a podcast renaissance, there are few devoted to sports.
“I want to see Barry Sanders break five people’s ankles in a row, I don’t want to hear about it,” explains Avirgan. But buoyed by the docuseries’ success, the podcast has found an active audience: While download data isn’t readily available, the inaugural three episodes of the podcast have been ranked consistently in iTunes’ top five downloads, which include producer Rose Eveleth’s episode on the first all-female trek to the North Pole, and Julia Lowrie Henderson’s episode on the bootleg T-shirt industry that introduced the world to the taunt “Yankees suck!”

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