Word: mma
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Dates: during 2000-2009
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...where Mary Tyler Moore once ruled, CBS is now banking on Kevin Ferguson, a mixed martial arts fighter who goes by the stage name of Kimbo Slice, to draw younger viewers, especially men ages 18 to 34. But in giving such a prime-time spot to mixed martial arts (MMA), the fast-growing, full-combat sport that combines elements of boxing, kickboxing, wrestling, jujitsu and other disciplines, the network is taking a calculated gamble...
...Baby,” Timbaland says. “I’mma pull a heist and it’s gonna be dangerous. You gotta stay away from me. I love you too much to let you get mixed up in this.” “Come on,” says former Pussy Cat Doll Nicole Scherzinger. “Let me in. I can be a dame. Won’t blow the whistle. Get you cheesed.” Cue music, dance sequence. Seems like a good beginning to a rap video...
...payday. Over the past few years the popularity of mixed martial arts, the full-combat sport that combines elements of boxing, kickboxing, wrestling, jujitsu and other disciplines, has exploded. One card in the Ultimate Fighting Championship (UFC), the most prominent men's MMA organization, whose fights are shown on Spike TV and pay-per-view, drew more television viewers than the baseball playoffs in the all-important 18-to-34-year-old-male demographic. The UFC surpassed HBO's 2006 pay-per-view boxing take and is probably worth more than $1 billion. So although the sight of two women...
...feral. "To be able to potentially break somebody's arm is pretty cool for me," says Jessica Pene, an Orange County, Calif., makeup artist by day who won her recent Fatal Femmes bout. The raucous Femmes crowd, an eclectic, testosterone-heavy mix of bachelor-party drunks, white-collar MMA fans and even a few young girls, ooohed every choke hold and kick to the face. Says James Jackson, an aerospace worker and MMA fan: "They're almost more brutal, more barbaric, than the guys...
...hard to watch. The women will also have to KO several other daunting challenges to catch the men. Women's boxing, for one, had a nice late-'90s run, but there weren't enough talented fighters to challenge big names like Laila Ali. "There are very skilled women in MMA, but there's going to be a smaller pool [than the men]," notes Ken Hershman, the sports programming GM at Showtime. And at the end of the day, the women must realize that, for the most part, they will still be sold as entertainment for men. It's the ultimate...