The CBS card ratings weren't as impressive as their debut event, which was to be expected without the star power of Kimbo and Gina. According to www.f4wonline.com, The overnight ratings for the CBS Fights did 2.62 million viewers, down nearly 50% from the debut with Kimbo. Ratings for the event were around 1.9.

For them to stay on CBS, they need to put on matches that capture the attention of the audience. Kimbo v. Brett, Gina v. Cyborg, etc. The problem lies in that these same matches also need to be on PPV to help them recover the money that they are hemmoraging by giving away their product for free on Showtime and CBS.

Deluca spoke recently on a con-call about the direction of an optimal business model for an MMA company. "The Pay‑Per‑View model is the goal for most people in this sport. So, yes, it’s our goal, too. The exact plan is broadcast television drives the Pay‑Per‑View. It builds stars. SHOWTIME to CBS. CBS to Pay‑Per‑View. Build stars, build the interest in the stars, let people know even more that these fighters – the guys and gals — are people and they have real stories and make people care about them and drive the Pay‑Per‑View. So that’s absolutely the goal. As far as timing goes, you’ll probably see a Pay‑Per‑View from us early in ‘09."

The problem for EliteXC is that their roster isn't deep enough to support absolutely compelling star content for each of the three channels where they have commitments (Showtime, CBS, PPV), as shown by the rushed CBS show this last weekend.

To further complicate the matter, CBS is gaining huge chunks of EliteXC stocks and shares each time they broadcast the EliteXC product, which eventually equates to control in what is shown where. Why would CBS allow compelling matchups anywhere but on CBS?

How EliteXC solves this quandary will determine their success, and solvency, in the future.