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MMA Memories sets the stage for the UFC's debut on Versus:

History says the Versus brand isn't strong enough to help UFC out and that the UFC brand may not be strong enough to help Versus out. So far, nothing on Versus has pulled big ratings except for Urijah Faber fights. WEC shows without Faber on Versus pull lousy ratings. The NHL does not draw very good ratings anywhere, even on Versus. Bull riding and hunting shows populate Versus all the time. The network really doesn't have a true identity. Can UFC help bring an identity to the station?

WKR is certainly interested to see how the UFC performs on Versus compared to the other Zuffa promotion, World Extreme Cagefighting.

Previously we pointed out how Versus being back on DirecTV ruins the real life laboratory conditions that would have existed for our UFC to WEC comparison. While we will be able to compare later data it is still frustrating that there won't be able to make immediate conclusions (since when has the Internet ever been patient).

MMA Memories also taps into the branding struggles of Versus. The sports network has been unable to find its footing in the crowded sports landscape. The network has gone out and grabbed the rights to the NHL, WEC, some college football and basketball and the UFL. Yet, the presence of hunting shows and bull riding have created a comical narrative when the general sports media. But this programming is no different than what ESPN used to use and what ESPN 2 still utilizes to fill time . Why the difference in perception? WKR has a hypothesis.

SBN coverage of UFC on Versus: Vera vs. Jones

Versus, and Comcast by extension, have failed to create a vibrant media presence for the Versus brand (the network and the website) and as a result sports fans are largely left in the dark to consume veiled shots from rival media conglomerates and independents, like blogs, at the network.

Comcast could go about fixing this problem by producing content to marry with their broadcast rights and sports coverage. In other words, writers for Versus.com should be breaking news for the NHL, the Mountain West and Pac-10 conferences and the WEC. Versus.com should be the go to site for information regarding these niches. Yet their coverage is almost non-existent. With regards to MMA the pieces are usually a week after the news broke. That is not to discredit the writers at Versus.com but the way to build your presence within the sports sphere is to offer a diverse variety of immediate coverage. Having a media presence outside of mere play-by-play commentary is even more important when you consider that Versus doesn't have the big money broadcast rights that ABC, ESPN, CBS, NBC (sort of...) and Fox posses.

If Comcast were to begin creating good content, such as, legitimate reporting or interesting timely blogs, then their perception within the sporting public would change for the better. Or they could drop an atom bomb of cash and buy NFL rights when they become available.

SBN coverage of UFC on Versus: Vera vs. Jones