From broadcasting booths to blue turf: Jay Tust’s remarkable journey from KTVB sports director to the helm of Bronco Studios at Boise State University marks a significant shift in how collegiate athletics tells its stories in the digital age. After 14 years of award-winning journalism, including a 2015 Murrow Award and 2019 Emmy, Tust is now taking his storytelling expertise to Boise State Athletics in a groundbreaking role that could redefine sports media in collegiate athletics.
The transition reflects the changing landscape of sports media and how universities are adapting to connect directly with fans. Tust’s move from traditional broadcasting to leading Bronco Studios represents a growing trend where athletic departments are building their own media operations. This shift enables universities to control their narrative, create monetizable content, and expand their brand reach without traditional media intermediaries.
Boise State’s decision to launch Bronco Studios and bring in a seasoned professional like Tust demonstrates their forward-thinking approach to athletics. As Athletic Director Jeremiah Dickey noted, sometimes “making the wrong decision is better than making no decision.” This philosophy has positioned Boise State at the forefront of changes in college athletics, with leaders who anticipate developments rather than simply reacting to them. It’s an approach Tust describes as “skating to where the puck is going.”
For Jay Tust personally, the move represents more than a career advancement. It allows for significant quality-of-life improvements, transforming his schedule from late-night news shifts to more regular hours that provide precious additional time with his growing family. This work-life enhancement isn’t just a peripheral benefit but a central factor in his decision-making process—a reminder that even career-defining choices often hinge on deeply personal priorities.
The Boise State brand itself carries remarkable power nationally. As Tust notes, while people may not immediately recognize Idaho, the mention of “blue turf” instantly creates recognition. This powerful brand recognition extends far beyond what would typically be expected for a university of Boise State’s size, creating a platform with national reach. The opportunity to amplify and monetize this storytelling potential is at the heart of Bronco Studios’ mission.
Tust brings with him the lessons learned from his remarkable journey from self-described “terrible” youth baseball player to MLB draft pick—a transformation driven by hard work, sacrifice, and resilience. These same qualities appear in his broadcasting career and will undoubtedly influence how he approaches building Bronco Studios from the ground up. As he noted, “your next at-bat is always your most important,” an apt metaphor for facing challenges in a new role.
What makes this story particularly compelling is how it reflects broader shifts in media, athletics, and work culture. Universities nationwide are wrestling with how to position themselves in a rapidly evolving media landscape while navigating major changes in college athletics. Boise State’s investment in storytelling infrastructure signals their commitment to controlling their narrative in this environment. Tust’s transition also reflects how priorities shift throughout careers, with family considerations and quality of life becoming increasingly central to professional decisions.
