Sports Business Daily reports that Versus has canceled “The Daily Line”, which covers MMA content on the network, due to low viewership.
Versus has cancelled its daily news show “The Daily Line” after just seven months. A network spokesperson confirmed the move, citing the show’s anemic ratings. Since its April debut, “The Daily Line” has averaged just 53,000 viewers for each live show. On Sept. 27, when the show was going against the Packers-Bears “MNF” game, it drew just 8,000 viewers.
Payout Perspective:
The Daily Line was used for post-fight coverage of UFC and WEC events on Versus, typically using Ariel Helwani as the MMA expert on the panel to give his two cents. The cancellation of the show also brings the end of Jen Sterger’s affiliation with the network, who’s name has become well known recently due to the Brett Favre controversy dealing with inappropriate voice mails and photos.
In the past week, Versus has seen its MMA coverage and content drop significantly. Last week, the WEC and UFC announced a merger which included a new TV deal with Versus for 2011, but drops the amount of MMA events on the network from ten televised events in 2010 (8 WEC Shows + 2 UFC shows) to only 4 UFC events currently scheduled for 2011. The deal also puts Versus in a tough spot in terms of airing MMA content after 2011 if the UFC decides to jump to another platform in 2012.
With only 4 UFC shows is Versus really going to care if the UFC leaves? If they were really interested in MMA they might be interested in Bellator but since the UFC still has 4 shows they can probably block any other MMA production.
jv:
They can, but only up to 2011. Not sure what will happen in 2012. A good number of TV deals are up at the end of next year. As a promotion, think what kind of ratings you would get on Versus though, not too great as it stands right now.
Agreed. UFC should get them better ratings than WEC with brand alone, but will it be enough? Strikeforce will likely stay with Showtime – it’s a proven product and ratings are considered to be acceptable for the premium channel. For the UFC, it’s go big or stay put. If they can muster some kind of deal with a major network or HBO then their days at Versus will be over (maybe also Spike), otherwise they will probably continue their current arrangement.
The interesting thing is how networks view MMA. There seemed to be a lot of buzz a few years ago with MMA on TV, but after the last few years I don’t think there is a major push from the networks – be it from ESPN, HBO or the big 4. I would be surprised if CBS actually goes back to MMA. The ratings have not proven to be anything special for a major network to care about. If HDNet sticks around, they may try to pick up UFC, but that might be a long shot as the UFC would not allow any other MMA orgs to be broadcast on the same channel.
We might start to see more cancellations going forward.
All depends on if the proposition to re-brand Versus goes through.
Machiel Van:
Not only that, but its still a question whether they want to keep pushing MMA as a key component of the proposed sports network. Nothing is certain right now, and may be a reason why the UFC is looking at other platforms for 2012.