The Doggy Bag: Shame and Fame Edition
Bellator’s New Reality
I am so sick of MMA reality shows. Can't somebody think of a way to promote this sport without trying to rip off “The Ultimate Fighter”? Spike has already been down this path with the UFC and saw how interest wanes in shows like this. You can't maintain interest from season-to-season in a fighting reality show unless there are great fights, which there usually never are. I have little faith Bellator can come up with something new or fresh. -- Wynn from Pittsburgh
Mike Whitman, news editor: You must not have watched “Iron Ring.” I’ll just wait for you to finish laughing. Try not to hurt yourself.
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Exactly what that means is anybody’s guess, but I think we can believe Kay when he says that the show “won’t be 16 guys in a house.” I’m actually hopeful that the Bellator reality show could be both entertaining and intelligent. Look at the promotion’s pre-fight vignettes shown before each main card bout and tell me that those aren’t better than the typical beat-you-into-a-living-death rapport to which we’ve become accustomed.
The format might involve up-and-comers trying to earn a spot in one of Bellator’s tournaments, or it could revolve around established talents as they ride out the tournament experience from week-to-week. Or maybe a camera crew will just follow Bjorn Rebney around and count how many times he says the word “magical.” Regardless, I’m expecting something inventive.
Honestly, I’m less concerned about what the show will look like than I am simply relieved that Spike is finally talking about the Bellator product in some capacity. Airing UFC reruns to counter-program new UFC content on the Fox Networks is fine in the short term, but it is doing nothing to develop a mixed martial arts fan base that cares about more than just those three massive letters.
Airing content from another promotion is likely against the terms of Spike’s agreement with Zuffa in regard to the network’s UFC library rights, but that doesn’t mean you can’t hype Bellator in creative ways. Where are the countdown clocks teasing live events on Friday nights? Where are the strategically-placed commercial spots featuring ring girls Mercedes and Jade -- a recent Playboy model no less -- explaining that fans can flip over to MTV2 and watch free fights? Where are all the highlight packages on Spike.com?
Are all of those things are against the rules? We’re dealing with Viacom money, now. Surely, there must be some way to hype a product like Bellator. Don’t get me wrong, I think Bjorn’s baby still has plenty of kinks to work out, but the in-cage action consistently delivers, especially in the lighter weight divisions. Make that work to your advantage.
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