UFC's Push in Japan, Faceoff with DREAM in the Ratings Game
by Dave Walsh on Jun 18, 2010 10:53 AM EDT
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We've been preaching this for a while now, as it has become clear that United States "cage fighting" has caught the attention of the Japanese public. You'll hear a lot of people still talking about how UFC's approach on Japan is futile and there is no interest in UFC or UFC-esque bouts, but if you have your finger on the pulse in Japan (the general public, not just hardcore internet fans there), there is very much a surge in interest. DREAM has taken to using the cage twice now, with DREAM fighters participating in Strikeforce there has been more and more coverage of US MMA in the major Japanese sports outlets.
So FightersOnly reports that UFC got a few fights on TV Tokyo.
The UFC aired three fights from UFC Fight Night 21: Florian vs Gomi (which took place on March 31st) on just over a one-week delay, screening them on April 8th. The three televised fights were Caol Uno vs Gleison Tibau, Yushin Okami vs Lino Linhares and Takanori Gomi vs Kenny Florian (3 fights)
The fights aired on TV Tokyo and were free to air, which previously had only occurred once (UFC 52). As such, it was very well received by Japanese UFC fans and as it was a national broadcast it was available in 35 million homes. Yoshihiro Akiyama was the commentator.
This all works out to a rating between 4 - 6%, which is respectable. FightLinker, of course, has our back and uses logic and reason to point out that yes, these are better than DREAM's recent ratings -- at 1 and 3am in the morning.
So the UFC's primetime ratings are good ... but only good compared to DREAM's ratings in a shitty late night time slot. When DREAM has it's own primetime slot, it usually pulls between 9 and 13 percent (with numbers nearer to 9 being considered not good enough). Still, the fact that the UFC can get a decent slot on a decent channel is a vast improvement over their other deal with satellite channel WOWOW, which has about the same amount of subscribers as UFC Fight Night had viewers on TV Tokyo.
I agree with what FightLinker is saying, I do not believe there is any reason to panic if you are a fan of DREAM or Japanese MMA in general. The only troubling thing is that UFC was able to land a primetime slot, a slot that DREAM has to fight for on their much bigger Tokyo Broadcasting Station. The question is if UFC can draw fan interest without only airing fights of famous Japanese fighters. I sincerely do not feel like Japan is ready for your average international UFC card and will not be for a very long time. If UFC wants to push into Japan they need to feature a lot of Japanese fighters, otherwise expect about as much interest as you get in the United States for K-1 cards featuring no Americans.
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Honestly..
I don’t think it’s about UFC vs DREAM, but interest in MMA in general. If UFC actually manages to kindle interest in MMA, it will only be good for any Japanese promotion. They won’t be able to compete with adding a few domestic fighters and maybe one event a year in Japan.
If UFC becomes popular, that only means more money will be available for Japanese promotions and they’ll happily play of some American MMA vs Japanese MMA hype based platform.
I think the situation is yet a little more different. TV Tokyo is known for selling their slots to clients and I would say with 99% of certainty that UFC paid for that slot.
I agree.
This is still UFC trying to push into Japan, I doubt they made any money on this, but it, for them, is a step towards gaining an audience in Japan.
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I don’t feel that MMA will ever go away from Japan, but it’s definitely not worth bragging about right now. Especially when you have Dream fighters being trounced by Strikeforce fighters. And you’re definitely right that Japan is not ready for the typical international UFC card. The best way, IMO, is for the UFC to try to rekindle the grassroots in Japan, such as featuring a Japanese TUF full of up and coming Japanese fighters, some of whom may have more colorful personalities. Basically mix talent with the occassional Bob Sapp look alike (a little bit of freak show would certainly help) and I think you have the beginnings of a potential success. Maybe get Sakuraba to be one of the coaches vs another famous Japanese star. I don’t think the Japanese public will accept anything imposed on them the way the UFC normally likes to do things. Doing stuff like that, or airing cards featuring Japanese talent, is a much better way to start things off. It’s not much, but at least it’s something.
Honestly, there’s no shame in losing to Strikeforce fighters. Most of those fights took place in the cage, anyway.
I don’t think that the UFC will ever get into Japan as long as they keep operating like a pro wrestling organization. Their production value is very mediocre and doesn’t seem to appeal to international audiences. Strikeforce seems to be more popular in Japan and Europe already from what I can tell.
by Raging Demon on Jun 18, 2010 6:27 PM EDT up reply actions
No, there’s definitely no shame in losing to SF fighters.
What the UFC is trying to do is the whole Starbucks thing. To have the exact same experience everywhere you go. They don’t want to compromise any aspect of their product. While this is admirable in certain respects, the way they do things is not so much. This American cowboy style of business isn’t going to work. It also doesn’t help that the most prominant firehead of the organization comes across as bitter and petty at times, resorting to talking shit about his own fighters if they don’t play ball. The UFC is going to have to be in tune with the nuances of each culture and be respectful. At this point, the UFC seems like the big bad outsider trying to muscle in. Though I would question whether SF is more popular in Japan and Europe. They barely have a pulse sometimes.
Its insane...
that you actually cut on UFC production values…Have you actually watch a Strikeforce event?
Dream is the only other promotion with comparable production values to the UFC with simply a different approach to the events.
Frankly, I agree that the UFC has a difficult decsion to make in getting into Japan simply because those differences in approach are important in Japan and would require the UFC to change its basic product to make an impact there, but that would hurt the product’s appeal in other parts of the world.
In Japan, the showmanship appears to be as important as the skill involved. A fighter that loses regularly, but do so in an exciting and entertaining way will continue to be on cards, where as that has some value in the states, success is a much more valued commodity here.
I’m not sure how easily the UFC can rectify those differing values in MMA and still put on a card that will be well received in both Japan and the US.
Also, don’t kid yourself that there is no shame in losing to Strikeforce fighters. Those losses have been Dream’s huge stars and Champions against the stars of what is well known to be the distant second rate promotion in the States…if you don’t think Japanese MMA isn’t aware of that and chaffing from the results, then I’m not sure what to tell you.
Dude. It's Anderson Silva.
If he gives a damn he will end Sonnen’s night by either sub or KO.
-SSreporters
By Monday morning Chael Sonnen will be pissing out of his neck.
-Also SSreporters
Strikeforce more popular in Europe?
Are you insane? Strikeforce is a distance second in the United States, and barely a blip in Europe. If you compare the production values across all major MMA promotions the UFC is out by far. DREAM is the only company with comparable production values frankly. Also, the fights taking place in a cage does not mean you can simply write off those losses. If you know you’re going to be fighting in a cage, you damn well better train with a cage.
by Patrick John McGreevy on Jun 22, 2010 4:25 PM EDT up reply actions
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