View full size photo »

Dana White is keeping his cool so why shouldn't we?

"I have a new TV deal on Versus. I have a great relationship with them and they're owned by Comcast. Trust me when I tell you, them and DirecTV are gonna work it out. Maybe they'll keep butting heads and go off the air for a little while, but we're talking about Comcast. We're not talking about some wimpy little network or something like that. They're gonna figure it out."

The dirty little rumor that no one is talking about is Comcast and their longterm plans for Versus.

When Comcast re-branded the Outdoor Life Network into Versus it turned a few heads.

Actually Comcast was turning heads before the re-branding,

Comcast may try to turn its niche Outdoor Life Network into a more broad-based sports network. At first it would need to land rights to broadcast games from the National Hockey League and National Football League to give it the sports programming it needs to attract viewers and greater cable distribution.

The NFL has recently signed broadcast rights deals with ESPN that run through 2013 and three broadcast networks that run through 2011 to carry most of its games. But the NFL will offer Thursday and Saturday night games late in the season starting in the 2006 season.

Comcast is in talks to broadcast those Thursday and Saturday games, according to the report, for as much as $400 million a year. The Journal reported that in one scenario under discussion, Comcast would give the NFL an equity stake in the rebranded sports channel.

Comcast bid for ESPN owner Walt Disney in early 2004, partly attracted by Disney's profitable cable networks, led by the ESPN brand. Broadcasting NFL Sunday night games starting in 1987 was a key to building the ESPN franchise, and in 2006 the cable network will start broadcasting "Monday Night Football," which had long been a staple of Disney-owned broadcast network ABC.

Comcast's move to expand their media empire fell through but they did create a true sports network in Versus and got television rights to the NHL and the ugly red-head step child of football, the UFL.

The UFL T.V. deal could be seen as an attempt to build credentials for an NFL bid in once the television contracts become available.

But Comcast's long term goal appears clear; to build a true sports network to rival ESPN. While Versus hasn't gone with the news/website direction that ESPN has --something that should happen if they truly want to compete-- they are having success in growing their audience.

In 2008 Versus had the largest growth of viewers,

For ‘08, Versus saw the biggest viewership gains among cable sports nets for both total day programming and primetime, up 20.2% and 23.6%, respectively, from a year ago. Speed also saw double-digit growth in ‘08, as the net had a successful season of NASCAR Camping World Truck Series telecasts. Among the ESPN-branded nets, only ESPN saw gains in ‘08, up in both total day and primetime.

Those are encouraging numbers for future growth. Hopefully for Versus  the NHL's excellent postseason helped their first quarter number for 2009.

But then why did Versus and DirecTV have a falling out?

Clearly Comcast wasn't willing to compromise but losing audience is a serious step backwards. If Comcast's goal is to build a true sports network they are going to have to figure out a compromise or risk the Versus brand being branded as niche and not meaningful to the general sports viewing public.

So if Comcast is really hoping to build a legit sports network they'll have this worked out but if they've decided that its not worth it then we might see a long impasse.