NEW YORK (AP) — The sound of Peyton Manning barking "Omaha! Omaha!" is picked up by a tiny microphone in an offensive lineman's pads so it can be broadcast to the world.
In an age of enormous high-definition televisions and games streamed to tablets and smartphones, audio seems almost quaint. Yet TV executives have made it a major focus in recent years, for the exact reason so many people are fascinated by the Broncos quarterback's audibles.
"It makes you feel like you're right there," said John Entz, Fox Sports' executive vice president for production. "That's what fans crave these days."
NFL Films pioneered the use of in-game audio, and the league had long clipped a microphone to the umpire's cap to capture the snap count. Before the 2010 season, though, the ump's position on most plays shifted from the middle of the defense to well behind the offense for safety reasons.
After much experimentation during exhibition games, NFL officials decided to put a microphone in the back of the pads of two players for each team: either the first- and second-string centers or both starting guards.
NFL Films engineers at the game turn on one mic when the offense breaks the huddle, then shut it off after the ball is snapped. The audio is transmitted to the TV truck, where the networks mix it with crowd noise.
Technology has gradually improved over the years to make the calls sharper — and not only in microphones. Just as the spread of HD sets left fans entranced by the crisp pictures, more and more viewers enjoy state-of-the-art surround sound in their living rooms.
Meanwhile, TV executives have embraced the value of audio in hooking the audience, seeking more and better ways to use it. Video used to be the "fair-haired child," said CBS Sports executive vice president Ken Aagaard.
"It's gotten to the point now that the audio experience on an NFL game, and even a college football game, is just as important as the video," said Aagaard, who oversees operations, engineering and production services.
Sitting in the truck Sunday in Denver as CBS broadcast the AFC championship game, Aagaard kept getting text messages and emails that "this audio is as good as they've ever heard." Still, Aagaard, who has heard plenty of "Omahas" from Manning over the years, isn't quite sure why the word became a social media sensation only the last couple of weeks.
Manning has been a snap count virtuoso dating to his Indianapolis days, his calls unusually loud, clear and long. Aagaard credited producer Lance Barrow and announcers Jim Nantz and Phil Simms for the silence in the booth during Manning's calls Sunday, letting the "Omahas" speak for themselves. Asked last week what the word meant, Manning gave a playful answer, not really revealing whether it referred to a pass, a run or a snap count.