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How Fox Built The Promo For Rousey vs. Holm

Jason Barrett

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Promotion for UFC 193 will go into overdrive this week with Ronda Rousey just days away from facing Holly Holm in Melbourne, Australia, but the first real push to sell the fight started in early October with the release of a groundbreaking new commercial.

The 2-minute, 44-second spot debuted courtesy of Ellen DeGeneres but the work behind the video had been going on for months as the UFC teamed up with a company called Digital Domain, who along with their in-house production company called Mothership were the same people behind the amazing advertisement for Jose Aldo and Conor McGregor ahead of their proposed fight this past summer at UFC 189.

After working together on the Aldo vs. McGregor spot, that helped set a new standard for fight promos with the UFC, Digital Domain was called back in to work on something special for a card that was expected to be the biggest show of all time.

The proposal as it originally happened was for Jose Aldo to face Conor McGregor as the main event with Ronda Rousey taking on Miesha Tate in the co-main event with the show taking place at AT&T Stadium in Arlington, Texas.  So director Neil Huxley, who also handled the original UFC 189 promo, started brainstorming ideas with one of his collaborators at Digital Domain and before something unique began to surface.

“The original concept — it was going to be Aldo/McGregor and Ronda/Miesha Tate, that was the original card and that’s how it was going to be stacked,” Huxley said when speaking to FOX Sports. “It was not an official announcement with that card and like everything with the UFC, it changes. Fight cards change, people get injured, so this whole thing is influx for at least a couple of weeks and then it gets decided, what date, who’s fighting who, and they were looking at Dallas Stadium, and it was going to be the biggest UFC event of all time with those two fights on the card. It was going to be huge.”

So right away the production and promotion behind the card was going to be massive and the commercial to advertise it had to follow suit.

Following the Las Vegas showdown that Huxley envisioned for Aldo and McGregor at UFC 189 that included the two fighters strolling through an abandoned Sin City before meeting in the middle of the street with thousands of fans trailing behind them, he knew right away that this promo had to be different.

Considering the kind of upbringing that all four fighters had leading into the two main fights, it occurred to Huxley and his partner Aaron Shact that creating a commercial that followed Aldo, McGregor, Rousey and Tate from an early age until now was the perfect concept.

“We started writing concepts of something that could speak to this scale. I worked with the associate creative director Aaron Shact, I usually write with him and we throw ideas around together and we’re both big UFC fans. We had this idea — what if we track these four fighters from when they were kids?” Huxley said.

“Because they’ve got such interesting stories — Conor growing up in Ireland being a bit of a rapscallion when he was a kid and then you’ve got Aldo sleeping on the floor of his Brazilian jiu-jitsu gym and eating scraps of food and then growing up to be this amazing champion and Ronda had this amazing story and Miesha we were finding some interesting stuff about her as well.”

Just as Huxley and his team were beginning to put together the ideas for the commercial, everything changed with the fight card and the UFC came back to the company and revealed the new main event — Ronda Rousey vs. Holly Holm at UFC 193 in Etihad Stadium in Melbourne, Australia, with more than 70,000 fans expected to attend.

https://youtu.be/2jSKMoXTvaQ

While the idea for the entire promo started with four fighters and it was now being whittled down to two, Huxley was invigorated with the idea of just focusing on these two women and their arduous journey to make it in a sport that had been dominated by men from the day it was created.

So the work started to put the promo together while following Rousey as a young girl who first becomes interested in judo as a kid while learning from her mother and former world champion AnnMaria DeMars. The story continues with Rousey being admonished for fighting in school before eventually turning into a medal-winning judoka and then one day noticing a fight on a television that featured B.J. Penn submitting Matt Hughes at UFC 46.

The same video follows Holm from her earliest days in a boxing gym when she caught more than a few knowing stares from onlookers wondering what a girl was doing lacing up gloves and stepping into the ring. A few cuts and black eyes later and Holm was standing on top as one of the best women’s boxers in the world.

Reality was even better than fiction when it came to Rousey and Holm’s life stories and while neither knew it at the time growing up on the judo mats and boxing rings that their journeys would eventually lead to this point at UFC 193.

“I love stories where these two characters are growing up in different parts of the world but their lives are kind of leading to this moment where they are going to meet in the Octagon,” Huxley described.

“It’s that classic story set up where two people are on a trajectory that’s eventually going to intersect. It will change their lives forever, this fight. I love stories like this. That was kind of where it came from.”

To read the rest of this article visit Fox Sports where it was originally published

Sports TV News

Chris Fallica Leaving ESPN for FOX

Neither FOX or ESPN would comment on the situation, but in the Awful Announcing report it’s believed that there will be a send-off of some sort for Fallica on Saturday.

Jordan Bondurant

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A prominent sports betting voice featured on ESPN’s College GameDay will be heading to rival FOX and their Big Noon Kickoff show starting in 2023. According to Awful Announcing, Chris Fallica, affectionately known as “The Bear”, will make his last appearance on GameDay will be this weekend.

Fallica has been with ESPN since 1995. Since 2013, Fallica had been featured on GameDay making betting picks with his patented “Bear’s Board”.

Neither FOX or ESPN would comment on the situation, but in the Awful Announcing report it’s believed that there will be a send-off of some sort for Fallica on Saturday.

Fallica joins Tom Rinaldi as the second former GameDay voice to jump over to FOX and be featured on Big Noon Kickoff.

Both shows have experienced incredible viewership growth this season. For GameDay, there have been several weeks this season that have seen some of the largest audiences in the show’s history.

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Tim Brando Believes Executives Look For Familiarity, Not Great Voices For Announcers

“Executives are going more for people they think they audience knows from having been in the studio. As opposed to man that’s a great voice, that guy really gets it, and his judgement is fantastic.”

Jordan Bondurant

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Tim Brando has seen the broadcasting industry has evolved in a lot of ways through the years, but one thing that’s remained constant is how infrequently some of the announcing gigs with major networks open up to younger voices.

That’s mainly because you have veteran talent already occupying those positions with no plans for the immediate future to step aside.

On a recent edition of The Sports Talkers Podcast, FOX Sports broadcaster and host Tim Brando spoke to Stephen Strom about the reality that many broadcasters face.

“Yeah there are a lot more jobs, but there are fewer great jobs,” Brando said. “A lot of guys are getting jobs, but it’s like a dead end.”

But in terms of hiring younger talent for network jobs, he thinks it’s become more about adding faces to broadcast booths rather than voices.

“There’s a tendency I think now in our business to hire more visible and perhaps more popular talent because they’ve been in the studio,” he said. “But they’re not ready to be in the booth. Not everybody can do both well.”

Tim added that there’s a nuance to calling play-by-play versus working studio coverage. Brando said that perhaps it has a lot more to do with young broadcasters bypassing getting their start in radio and going right into TV.

“It seems to me that in some circles anyway in our business, executives are going more for people they think they audience knows from having been in the studio,” he said. “As opposed to man that’s a great voice, that guy really gets it, and his judgement is fantastic.”

Brando did mention some of the younger voices at FOX who have risen to the bigger opportunities in the booth, and how they ultimately worked their way up. He said he’s had the chance to offer advice to a few of them and act as a mentor in a way, because that’s how it was for him breaking into the industry.

“I believe in pouring into the young broadcasters out there, I really do,” he said. “Because Curt Gowdy poured into me. I think there’s a responsibility and a level of accountability for the generation before to help those that are coming up that you really respect.”

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Sports TV News

MLB Network Airing 38 Hours of Winter Meetings Coverage

Coverage will begin on Sunday at 7 p.m. with MLB Tonight leading into the announcement of the Contemporary Baseball Era Committee’s election results for the Baseball Hall of Fame.

Jordan Bondurant

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The annual winter meetings for MLB are set to take place in-person for the first time since 2019 next week, and MLB Network is ready to bring viewers all the coverage possible from San Diego.

The network is devoting 38 hours of live programming on-site, with shows like MLB Tonight, Hot Stove, High Heat, MLB Now and Intentional Talk emanating from the Manchester Grand Hyatt Hotel.

Coverage will begin on Sunday at 7 p.m. with MLB Tonight leading into the announcement of the Contemporary Baseball Era Committee’s election results for the Baseball Hall of Fame.

Fans tuning in to MLB Network can expect to see Greg Amsinger, Fran Charles, Brian Kenny, Stephen Nelson, Alanna Rizzo, Chris “Mad Dog” Russo, Lauren Shehadi and Matt Vasgersian hosting their respective shows throughout the week. Sean Casey, Mark DeRosa, Al Leiter, Cameron Maybin, Kevin Millar, Dan O’Dowd, Steve Phillips and Harold Reynolds will contribute coverage as analysts.

MLB Network will also carry coverage of the inaugural draft lottery from the winter meetings on Tuesday, December 6 at 8:30 p.m.

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