NBC HAS BECOME THE LATEST network to hold talks about airing mixed martial arts programming early next
year, if the "Hollywood" writers' strike continues. A source said the
network may link with one of the many operators of MMA events to air
either prime-time specials or slot the few-holds-barred programming in
late-night.
The reality programming, of course, would not require any members of
the writers' union for production. NBC did not immediately return calls
seeking comment.
The interest in MMA programming is coming from NBC's entertainment
division and would seem to fit with Ben Silverman's (the network's new
entertainment head) penchant for high-concept reality series. MMA
--where contestants can use a range of techniques from kicking to
punching and beyond, which some consider a sport, others
entertainment--is booming amid a young male audience.
MMA, however, contradict NBC's carefully cultivated image as the
network with high-quality programming targeted at upscale urban
audiences. A previous effort in the pugilistic area, "The Contender,"
proved to be a flop.
Then again, throughout the 1980s, NBC aired "Saturday Night's Main
Event," a late-night wrestling series produced by what's now known as
the WWE. In 2006, the network resuscitated the franchise for two
prime-time specials. This summer, NBC ran two more in the series' old
"Saturday Night Live" spot. "SNL" has been in repeats since the strike
began, so an MMA special could offer an alternative.
It's not clear which MMA operator NBC would ultimately cut a deal with.
Possibilities run the gamut from brands such as newly formed M-1 Global
to K-1 to the International Fight League (which airs on FSN and
MyNetworkTV). On Nov. 3, MyNetworkTV aired a live IFL event; its deal
is not believed to be exclusive to MNTV.
One thing appears clear: NBC won't be airing the most popular MMA
events, which come from the Ultimate Fighting Championship. The UFC is
in advanced negotiations to air specials on CBS in the first quarter if
the strike continues, the source said--adding that a deal could close
as soon as this week, facilitated by Viacom network Spike, which holds
UFC cable rights.
UFC President Dana White seems eager to take advantage of the writers'
strike to offer his programming on a broadcast network. "We're talking
to a lot of different networks right now," he says. UFC did not provide
further comment.
UFC on CBS would be a curious fit, since MMA appeals to a younger and
male audience; CBS tends to skew more to the 25-to-54 demo. Word of the
negotiations between CBS and UFC was first reported by the Los Angeles Times. CBS declined comment.
Besides FSN, a slew of cable networks from Versus to Showtime to HD Net offer MMA programming.
