CBS: Star power packs punch

CBS drew solid ratings in prime time last year by airing fight cards headlined by an Internet sensation.

Tonight, the No. 1 network will see how the sport can do with a broadcast built around an actual fighting star.

EliteXC programs on the network, centered on street fighter Kimbo Slice, were deemed a success by CBS.

But when Slice was defeated in 14 seconds in his second appearance on the network, the fledgling promotion went out of business.

Apparently, that experience has not soured CBS on mixed martial arts. The network has teamed with Strikeforce and will air a card from Chicago tonight.

It is headlined by Fedor Emelianenko, who was signed by Strikeforce in August. The heavyweight is ranked as the world's top fighter by many of the pound-for-pound polls and will take on long shot Brett Rogers in the main event.

"First and foremost, the level of talent we have on this card far surpasses anything we had (before)," said Kelly Kahl, the senior executive vice president of prime-time programming for CBS. "We had some great fighters the first time through, but when you look at the talent level, starting with Fedor, it speaks for itself."

Slice headlined two of the three prime-time EliteXC broadcasts on CBS. Those shows got what the network deemed respectable ratings, especially in key advertising demographics.

"I think everybody (at the network) looked at the numbers and saw what the possibilities were," Kahl said. "We drew some of the highest male demographic numbers and saw the potential for what it could be. Unfortunately, we were hooked up with a business that just wasn't built for the long haul."

Kahl said he thinks the signing of Emelianenko only enhanced Strikeforce's viability.

"I think it helped with the timing of when to come back. When it became apparent that we could probably get Fedor to headline the first show back, it kind of fell into place," he said. "Having the number-one fighter on the number-one network had a nice ring to it."

Strikeforce is not the first company to try to market Emelianenko to a U.S. audience. He has competed for Bodog Fights and Affliction in recent years, but he has failed to bring in the type of pay-per-view numbers his ability would indicate.

Both companies subsequently got out of the fight promotion business.

Strikeforce chief executive officer Scott Coker insists his company is different because it is entirely focused on MMA.

"Believe me, it's something that if you compare us to the other companies that have gone out of business, I really don't think it's justice," he said on a conference call. "The other companies, that wasn't their core business. We're not a T-shirt company (Affliction); we're not a gambling company (Bodog). This is our core competency, and this is what we've done for many years."

Strikeforce has been promoting martial arts events from its San Jose, Calif., offices for nearly 20 years, making it one of the oldest companies in the business. This is a big step up into the mainstream for the company.

"It definitely helps with CBS helping us out," Coker said. "I've seen a lot of spots on their college football, on the SEC and on the pro sports. I saw some spots on 'Survivor,' and that's getting to a whole other audience that aren't traditionally MMA fans and that MMA marketing doesn't get to. So we're very thankful for that."

Kahl said the deal calls for three or four live Strikeforce shows on Saturday nights in the next year but that it's set up to be a long-term deal if both sides are happy with how things are progressing.

He said with the star heavyweight in the mix, that is a likely scenario.

"I don't think there's any question as to Fedor's legitimacy," Kahl said. "There's nobody that questions how good he is."

He finally will get a chance to prove it to a mainstream audience tonight. The card, which also features a middleweight title bout between Jake Shields and Jason "Mayhem" Miller, will air tape-delayed at 9 p.m. (Channel 8). A light heavyweight bout between Gegard Mousasi and Rameau Thierry Sokoudjou also is featured.

Contact reporter Adam Hill at ahill@reviewjournal.com or 702-224-5509.