CBS Adds Martial Arts to Roster
CBS' airing of the events is another example of the network repurposing programming that aired on its sister pay cable net Showtime.
John Consoli
FEBRUARY 28, 2008 -
Mixed martial arts is coming to CBS in prime time as part of a multi-year deal with ProElite in which the network will televise four live, two-hour MMA events per year.
The network will air the events, produced by ProElite’s EliteXC fight division, on Saturday nights. It is another move where CBS is taking programming that originally aired on its sister pay cable network Showtime. CBS recently began airing the Showtime drama Dexter. Showtime has been televising EliteXC live MMA events since last year. These events will continue to air on Showtime, in addition to CBS.
Also part of the deal, CBS Interactive and ProElite.com will collaborate on generating interactive content for both companies’ Web platforms, including CBSSports.com. The online events could include video streaming of the events and clips and highlights syndicated across the CBS Audience Network.
“Mixed martial arts is one of the fastest growing sports in the country and a wildly popular entertainment vehicle for upscale, young adult audiences,” said Kelly Kahl, senior vp, CBS prime time. “It’s original programming for Saturday night. It’s live, creating an event atmosphere and it’s something that hasn’t been seen on network television until now.”
Gary Shaw, president of EliteXC, called the agreement “a pivotal moment for the sport of mixed martial arts now that a major television network plans to broadcast live MMA events during prime time.”