With Bellator’s move to Friday nights, the promotion looks to break into a brand-new market by moving their shows to a different night.
Although the move has a number of pros and cons, it is a brilliant move on the part of Bellator Chairman and CEO Bjorn Rebney.
According to MMAJunkie.com, Rebney explained that a number reasons factored into their decision but it all came down to one: ultimate goal.
“It just kind of came down to an analysis of, is there a night where all the factors made it to where we can maximize live-event attendance, where we can reach the largest audience from a television perspective, to give MMA fans an opportunity to really make a night for themselves with Bellator.”
The move has a number of positives for the smaller promotion.
First, it allows Bellator to create its own niche in the MMA market.
The UFC owns Saturday nights so there’s really no need for Bellator to try and compete head-to-head. They will never win against a UFC PPV so no sense in attempting the impossible.
Friday night may not be the best example of “primetime TV,” but it can also be another advantage for Bellator.
With no competition on Friday nights, Bellator can achieve more viewers and likely gain more of a live gate attendance, because for most adults, Saturday night is “bar night.”
It is true that The Ultimate Fighter will be having its weekly finales on Friday nights on FX, but given the fact that the show has been on a downward slope the past few years, there’s no guarantee the show will steal viewers from Bellator.
Also, going up against a weekly finale will be a lot easier than going up against a major UFC PPV on Saturday.
Bellator is doing the right thing by trying to work on improving their product instead of concerning themselves with competing with the UFC.
They’re undoubtedly the second promotion in the U.S. This move signifies that they’ve accepted that role and will in turn provide a better product to their fans instead of trying to be No. 1.
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