CBS Announcers’ Call Transcript: Johnson-Shamrock-Bryant-Ranallo

There’re definitely going to be celebrities in the audience, we will have them participate, you know, to a degree as far as, you know, asking them what their thoughts on the fight were. There’s a way, I think, to make the sport more relatable to women who aren’t usually down with sports but who like entertainment, I think that they may come away from this seeing the entertainment that goes along with this sport.

But I think also, the fact that we have Gina Carano in there who you know is on American Gladiators, she’s a lovely girl, she’s a sweetheart of a girl and she’s a hell of a fighter. I think that by highlighting her and Kaitlin in a female fight, you’re going to see a lot of women who maybe didn’t understand that this is a sport for everybody and I think that they’re going to see themselves in her, to a degree.

I mean, it’s a very primal sport, you know, I’ve been around boxing now for a while and certainly a lot of women have asked me, you know, how tough is it to be sitting there, you know, ringside – and in this case it’s going to be cageside and I say, you know, it’s really – it’s not tough at all.

I mean, as a woman, maybe I’m a little more sensitive sometimes, going oh, Jesus, that guy’s a really great guy and I just saw him get beat up. But that really goes away quickly when you look at the intensity and the athleticism and just the beauty of what they’re doing in there.

And it certainly is primal and, you know, it doesn’t mean that women aren’t going to be able to relate to it because when you see the action in there, you know, it’s just too intense to look away, I think.

David Darling: For lack of a better way to ask this question, then, you’re basically saying then that if I sit down Saturday night to watch this and I get my wife to sit down, the hope is that she’ll get into it?

Karyn Bryant: Absolutely, I would hope that she would get into it. It’s just exciting, it’s fast moving, you know, a lot of times – and I grew up a sports fan all my life, but you hear the complaints, sometimes from women, oh, football’s too slow, it’s three-and-a-half hours and the balls only in motion, you know, a few moments a minute, or you know such and such reason why this sport isn’t exciting enough and baseball takes too long.

Well, this sport is incredible. I mean, Kimbo’s longest fight is 45 seconds or something – I mean, not just women, but you know anybody with a short attention span who doesn’t think they like sports is going to have to check this out and there’s no way that they’re not going to be excited by what they see.

It’s all action for at most you know 15 minutes. How anybody can’t get in line with that? I don’t understand.

David Darling: OK, thank you.

Operator: We’ll know go to Sharon Robb from the South Florida Sun-Sentinel. Please go ahead.

Sharon Robb: Frank, hi, I’m curious, athletes such as yourself who’ve paid their dues throughout the years in mixed martial arts. How do you feel about someone like Kimbo Slice who has just become this unbelievable, larger than life figure in your sport?

Is there mixed emotions that, yes, he’s attracting more people to your sport but, you know, he doesn’t have that reputation, he hasn’t come up the hard way like you and everyone else did in the early days.

Frank Shamrock: Well, that’s a really good question, and I’m glad you asked it. Yes, you know what, I do have mixed emotions about it, mixed feelings about it. You know, the very normal human side of me feels a little slighted that you know I’ve been at it for almost 15 years now and approaching it as an artistic form and you know sacrificing a lot of my body and time and family time and everything for it.

But the other side of me is the business and, you know, the realistic side and that’s – we’re in the business of sports entertainment and regardless of how I may feel about my artistic form and how I want to hold it special and I want to be, you know, respected for what I’ve done, the truth is, we’re a television-based professional sport.

And it’s all about timing, it’s all about, you know, being at the right place at the right time for television entertainment and, you know, Kimbo’s that guy and I, you know, my professional mind and, you know, I want to support him 100 percent. You know, I’m going to give the absolute best commentary I can for him, truthful, honest, technical and, you know, I think it’s a good thing because whatever grows our sport, at the end of the day, and whatever allows more people to participate in this amazing lifestyle is a win for us.

And if it’s Kimbo Slice or me or Gina or anybody, it doesn’t really matter as much as our sport is making an impact and we’re getting the fans that we need to.

Sharon Robb: Following that question up then, do you wish, Frank, you were growing up in this era then? I mean, I know you laid a great foundation and you’re considered one of the pioneers, but I mean, now the timing is just so right for mixed martial arts. I mean, it has exploded. And I’m just curious, now do you wish you were coming up now where you would get your just due, so to speak?

Frank Shamrock: You know, I don’t know, I can’t honestly – I can’t – I would say no because for me it was really about the journey, and it’s been about the experience. God forbid, this would have happened to me when I was young because I was a complete wild man and the odds are I wouldn’t have been able to sustain it and understand how important it was anyways or what type of opportunity it was.

For me, the whole experience has been a journey for my life to, you know, keep me sane and give me something to focus my daily life on. You know, it is what it is, we are where we are and we all have our roles to fill. And, you know, I’m blessed and I’m still fighting, I’m still popular and I can call a good fight, for me, that’s a just free win.

Sharon Robb: And Mauro, with your sense of history with the Pride FC, I’m curious, back in the day, how would Kimbo have been received? Would they have gone ape over there?

Mauro Ranallo: Yes, there’s no doubt about it, Kimbo – it’s funny that you say that because in many ways, EliteXC has taken what Price FC did in Japan so well and I know people hate to hear about he comparisons to Pro-Wrestling, but already Frank Shamrock’s made it in.

And really, in the end of the day, we are in the entertainment business. And Kimbo Slice, no doubt in my mind, would have been a huge attraction in Japan at the height of the Price Fighting Championship glory years.

And I think the promoters of the EliteXC and even the UFC with Brock Lesnar and all these curiosities – like some people call them freak attractions, I hate that term. I think whatever it takes to sell tickets, if they can back it up at the end of the day and so far, Kimbo Slice has been able to do that, then I think Kimbo would have been a star in no matter what era.

And I think Frank’s being a little humble as well because Frank is still a very high-quality fighter. He and Cung Lee just sold out the HP Pavilion in San Jose recently and let’s face it, when you have a guy like Kimbo Slice who that it, you can’t be taught that, you cannot buy it, you have that it-factor, the charisma and just the curiosity, it helps everyone else on the show.

The more the main event sells tickets, the more the trickle-down effect will be. And I think any fighter who has mixed emotions about Kimbo Slice being involved in mixed martial arts just has to – like Gus said, he’s had a chance to spend time with him, I know Kimbo very well, he’s a father of six kids, it’s all about feeding his family, it’s all about being the best that he can be.

And some of the media that, you know, has portrayed his so-called thug life and whatnot, I mean, that’s being overblown and I really think it’s our job and it’s incumbent on us on Saturday, May 31st, again, to show that other side of Kimbo Slice.

But don’t, you know, don’t mistake that once the bell goes, you are going to see the primal Kimbo Slice, you’re going to see the primal James Thompson, the primal Gina Carano. They are professional fighters and fighting is a contact and violent sport. But I truly believe Kimbo would have been a star for any promotion in any era, he just has that it-factor.

Gus Johnson: I’d like to add to that …

Sharon Robb: When you were in the United States, did you see this – when you were in Japan, did you see this coming in the States? I mean, would you ever have fathomed the popularity this sport has risen to right now?

Mauro Ranallo: Bas Rutten and I spent many, many a night in hotel rooms pondering that exact comment and to be honest with you, I still am a little heartbroken and I have mixed emotions that this isn’t Pride Fighting Championships that’s doing this right now in the United States.

Unfortunately, due to some, you know, management issues and a lack for foresight, like we’re seeing with the EliteXC and CBS, I definitely did envision it, there’s no doubt about it. I mean, when I began working with Price in 2003 and seeing just the huge crowds and the mix between the sport and entertainment aspects of it.

And I know there are a lot of MMA diehards who stay take me to task that, you know, I don’t sell the purist aspect as much as the entertainment side. I am the biggest mixed martial arts fan there is, but I’m also a realist. And I know that you have to entertain as well as show off your athletic aspects.

And you take a look at this card and you’ve got personalities like Phil Baroni, you’ve got personalities like Gina Carano and Kimbo Slice. So the short answer is yes, I did envision this and I’m just glad that CBS and ProElite are the two that are going to bring it to a mass audience and promote the sport of mixed martial arts, that’s the name of the sport. It’s not ultimate fighting, it’s MMA.

Sharon Robb: All right, thank you.

Mauro Ranallo: Thank you. And with that guys, unfortunately I – Mauro Ranallo – I have to go and do my radio show, but I know you’re in good hands with Gus and Karyn and Frank and I just want to thank everyone for coming on the call and I really look forward to being a part of this historic broadcast on May 31st. So thanks again and good luck with the rest of the call, you guys.

Female: Thank you, Mauro. And I think Frank has to jump off in a few minutes as well.

Frank Shamrock: I’ve got a little bit more time.

Female: OK, great, we can go to the next question.

Operator: We’ll now go to Richard Deitsch of Sports Illustrated. Please go ahead.

Richard Deitsch: Yes, just a brief one for Gus. Gus did you or your representatives actively campaign for this assignment or did CBS approach you?

Gus Johnson: Actually, CBS approached me about doing this. We didn’t really campaign for anything, it just seemed like it would be a very nice fit.

Richard Deitsch: Why do you think they came to you as apposed to another announcer?

Gus Johnson: I don’t know, I think that they know that I’m excitable; they know that I have a connection with some of the younger fans out there. They know I’m interested in martial arts because I study.

And I think they thought that with my boxing background, in terms of calling a number of fights over the years, fights at CBS, fights for Madison Square Garden Network, the Golden Gloves, Broadway Boxing and with my martial arts background that this will be a very good fit when they looked at the stable announcers that work at CBS.

Richard Deitsch: And here are two quick ones. Was there an executive at CBS, in particular, who asked you, whether it’s Sean (McManus) or someone else?

Gus Johnson: Initially it was Tony Petitti. Tony Petitti came to me and said that there was an interest. Sean McManus our President, obviously, had to bless it and I spoke to Sean recently and he’s excited about it as well and excited about me doing it and is excited about it being on CBS.

And (Kelly Kahl) also, who runs our primetime programming at the network thought that I would be the perfect person to do this for CBS Sports.

Richard Deitsch: And lastly, can you again, repeat the karate that you are studying?

Gus Johnson: Shin Yi; it’s Kung Fu.

Richard Deitsch: Kung Fu; I’m sorry.

Gus Johnson: And also, Jiu-Jitsu.

Richard Deitsch: Jiu-Jitsu, great, thank you very much.

Operator: We’ll now go to Bernard Fernandez of the Philadelphia Daily News. Please go ahead.

Bernard Fernandez: I have two questions. One, I think Karyn knows that I’m a long time boxing guy and she was at the boxing writer’s dinner on May 1st. There hasn’t been primetime network boxing, I think, in 25 years. And so I think there’s a lot of reasons for people in MMA to be excited about getting, you know, network exposure, over the air exposure.

But that said, does CBS anticipate any sort of negative feedback from people that are watching for the first time and are going to, you know, believe, even though there are statistics that have proven that there are fewer injuries in MMA than there is in boxing, you know, that it will seem like the violence is at a higher level than they have anticipated?

I’ve got to believe that they have to be some sort of anticipation of some, sort of, negative feedback of that.

Gus Johnson: Yes, I think that we at CBS feel that there is going to be some negative feedback, there always is some negative feedback and that’s part of the balance. There are a lot of voices out there, there are a lot of critics out there but I don’t think that at CBS we are focusing on the negativity, we’re focusing on it being positive.

We’re focusing on the positive feedback that we’re going to receive by having an opportunity to introduce mixed martial arts to the world in primetime television and highlight these great athletes, these great artists who, as Frank mentioned, sacrifice their bodies and have established a way of living through mixed martial arts.

And they’re going to be so many different art forms over the next year that we will be able to showcase, whether it be Jiu-Jitsu or grappling or somebody that’s a great western boxer or a guy like Cung Lee that’s a terrific Kung Fu expert. And then you have a man like Frank Shamrock who can do a little bit of everything.

So yes there is going to be some negativity, there always is. But I think that when you look at this card and you look at some of the people that are going to be competing and not just focusing on the main event with Kimbo Slice, but if you look at Robbie Lawler and Scott Smith, you have two tremendous punchers that are going to fight for the EliteXC Middleweight Championship, you know, and five five-minute rounds.

That’s going to be an epic battle because they really go out there and try to destroy each other and put on a show. And another fight that I’m really excited about watching is Phil Baroni versus Joey Villasenor, that’s going to be another serious clash.

Frank just got through fighting Phil Baroni, he choked him out and put him to sleep and Baroni needs to bounce back. And Phil is a “New York Bad Ass’’ (Baroni’s nickname) who’s going to be fighting close to his hometown in Newark and, you know, he’s a great college wrestler at Central Michigan and he’s a guy that’s going to come out there are really try to afflict some pain and put on a show.

So, yes, there’s going to be some negativity and that’s understandable, but there’s also going to be some positive things said. And hopefully the positives will outweigh the negatives two to one.

Bernard Fernandez: OK, I have one other question. That is – I had done a fairly lengthy feature story on UFC and Dana White last year. And he said something I thought was very interesting and he said that the groundwork for, you know, the whole sport of MMA was laid by people like Bruce Lee because people saw those movies and they became interested in that.

I’ve seen some of these YouTube Kimbo Slice fights. One of my sons, I think, has all of them downloaded. In a sense, is Kimbo Slice, you know, the real live embodiment of the (inaudible) character that Clint Eastwood played in those “Any Which Way” movies 20 years ago?

Gus Johnson: Frank, I think that’d be a better question for you.

Frank Shamrock: You know what, that one was dying for me to answer. I was brought up in the era of Bruce Lee and martial arts and I can honestly say that those were the influences that got me into the art of fighting, the study of martial-arts and the study of mixed martial arts.

That was my path that got me into this sport. Everybody has their own path; everybody has their own journey that gets them to that point. What I can say about the general audience and what they’re going to see – here’s what I think we need to know about our new young audience and that is that, you know, they’re used to a high level of violence and so are the parents.

I teach martial arts in school in the south United States and 10 years ago, you know, they wanted no contact and the kids were not suppose to hit each other and they were not supposed to grapple. Now if your kids are not doing full-contact MMA, the parents are unhappy.

And these are, you know, 30 to 45, you know, year-old section of our society where the adults want that realness. The adults want that contact. Their kids, in turn, are the new YouTube young generation that are supporting the Kimbo Slices and that are, you know, helping drive this sport.

I think, you know, Kimbo Slice is just a – he’s a character in the world of energy when it comes to the art of fighting and certain people are going to follow him, certain people are going to follow me, as long as they’re following the sport and they’re getting something out of it. I think everybody should get something out of what we’re doing, you know, a life lesson, some technique that works, some confidence, some something.

If we can get that point across, then it doesn’t matter if it’s a character or a real person or whatever. If people are following the sport and they’re getting something out of it, I think it’s an important thing.

Bernard Fernandez: All right, thank you. I was just curious, as whether, you know, that there was some legitimacy to people, maybe, even making that link in their minds?

Frank Shamrock: I don’t know. I think a lot of that generation is, you know, kind of, past now and may or may not make the connection.

Bernard Fernandez: OK, thank you.

Operator: We’ll now go to Andrew Falzon with MMApayout.com.

Please go ahead.

Andrew Falzon: Sure, no problem. Thanks, guys, for taking the call.

Gus, I wanted to ask you first, this is the first time mixed martial arts is being broadcast on the network level and for people who have been following the sport, when EliteXC landed the deal at CBS it was a pretty big deal. And there was some talk about how the UFC didn’t land a deal with HBO when they may be working something with Fox, but they wanted to control the announcing. I just wanted to get your input since you’re going to be driving the car for the show, for the most part. Is there a ground rule for the broadcast that they don’t want you talking about other organizations?

And what it means to really cover the sport on the network-level as opposed to having in-house broadcasters do the show.

Gus Johnson: Well, you know, this is the first show, so I think it’s a work in progress, but nobody has come to me and told me what I can’t talk about. At CBS Sports, one of the things our boss’, Tony Petitti, prior to him leaving CBS and Sean McManus always talked about is trying to be global.

So we’re going to have to be global when it comes to broadcasting mixed martial arts. The UFC – it’s not as if we can pretend that the UFC doesn’t exist. The UFC has the best fighters in the world and that’s just a fact.

So we’re going to have to talk about the UFC, we’re going to have to talk about, you know, the Anderson Silvas and the great fighters, the Rampages and the George St. Pierres they have over there and that will come out in time.

And we’re also going to highlight the great fighters that we have at EliteXC – the Robbie Lawlers, hopefully he’ll do well, the Ninja Ruas, the Jake Shields, the Nick Diazes, those kinds of cats that are coming up. And Gary Shaw and Doug DeLuca are trying to build that brand and they’re trying to build these fighters and that’s what we’re going to talk about as well.

So we’re going to sell what we have to sell, but at the same time, we’re not going to keep the fans and pretend like, you know, these other fighters that are fighting with another company don’t exist. Eventually, and as Frank mentioned, and as Mauro mentioned, eventually we want to get to a situation with MMA that sees the best fighters fight the best fighters.

I really want to see Frank Shamrock fight Anderson Silva or Cung Lee fight Anderson Silva. Eventually I want to see Kimbo Slice fight Randy Couture or Tito Ortiz or Rampage Jackson, something like that.

That’s what we want to see, we’re going to talk about it as much as we can in the framework of our broadcast and not try to slight what’s going on with the great fighters that we’re seeing in front of us from EliteXC.

Andrew Falzon: OK and just in terms of the purity of the broadcasting, do you see any potential conflict of interest that there are – and this isn’t just EliteXC, this is across the sport, UFC does it, IFL does it – that there are active fighters who are participating in the broadcast?

Gus Johnson: No, I don’t see it as a conflict at all. Frank Shamrock is a legend. We’re lucky, I mean, we’re lucky to have him, you know, it’s an honor and I said this to Frank, it’s an honor to stand next to Frank Shamrock.

He’s like a Bruce Lee of our time. And yes, he’s an active fighter and Frank told me he wants to fight until he’s 45 and that’s a great thing. But at the same time, having an opportunity to stand next to him and broadcast MMA with him so he, a legend, can explain to the world, in primetime, all these new eyeballs, what actually is going on, I think that’s a feather in everybody’s cap.

I really believe, whole-heartedly – and as I said, I’m very new to this, I think that we all need to come together eventually, all the different production companies and try to work at one unit to not just build up one particular brand, but to build up the sport of mixed martial arts.

Andrew Falzon: Yes, thank you. Frank, are you still with us?

Frank Shamrock: Yes, I am.

Andrew Falzon: Frank, I wanted to ask you two quick questions. This deal really shook the MMA world when it first came out, everybody was expecting the UFC to land the first network deal. Can you just talk about the challenge that this poses to the UFC and then, in the bigger picture, what happens to the sport if this broadcast is a success?

Frank Shamrock: Well, first off, it challenges the UFC to – what I’ve been trying to get them to do and that is to tell the truth because when you have a network and primetime show that, like Gus said, is going to tell the truth and present the sport exactly as the sport is for what it is, you know. I think it’s going to open up continued growth and open up the industry to, you know, talking about what’s really and truly going on.

The fans are going to demand these fights. The fans are going to demand these unification matches and demand that these guys fight at the end of the day, as soon as we develop this fan base and educate them.

It’s inevitable and it’s part of good business. You know, you mentioned earlier, too, about having a fighter who’s still active on the broadcast team. I know my role and I know why I’m there and I would be remiss to promote, you know, my skill-set or whatever over what was truly going on in that commentary booth.

So I’m dedicated to, you know, filling my role as a professional commentator. And while my experience is going to help me, I would certainly never you know mix the two or use that as an opportunity.

We have the best announce team in the business for, as far as I’m concerned, most sports. And I really think we’re going to make a huge impact.

Andrew Falzon: Frank, let me ask you also, just one more time, if this broadcast is successful, where do you see it going? Do you see – you know, does the sport explode from here?

Frank Shamrock: Yes, this is the opportunity and the launching point for this sport to really reach the mainstream and the masses. And everybody’s hesitant that – everyone doesn’t know how the public’s going to feel about it.

I’ve been teaching that public for the past 15 years, martial arts. And I can tell you that, as a social movement, the martial arts lifestyle and the idea behind you know living your life this way, being physically prepared, mentally prepared for life opportunities, whatever it is you’re doing, I think that idea, as a movement, has already gone mainstream and is just waiting for content to support it.

Andrew Falzon: And one last question for anyone who wants to field this, Eddie Goldman was touching on it earlier, this is going to be introduced to wider-scale audience for the first time. Is there any particular part of the broadcast that’s going to be geared toward the folks who are seeing a rear naked choke or a kimura or a kneebar for the first time?

Gus Johnson: You know that’s what we’ve been talking about. We want to make sure – and I just – it’s a timing issue, we want to make sure that, you know, and I want to talk to (David Dinkins), our producer, and I think he may have some pieces already lined up to do some things that will allow our fans to understand exactly what’s going on.

Like most fans, even a causal fan, of boxing, knows what a jab is, knows what a left-hook is, knows what an uppercut is, knows what, you know, a right cross is. So hopefully what we want to do is – starting on the 31st, make sure we allow our fans to know what a triangle choke is, what a rear naked choke is, what an armbar is, what an ankle lock is or a kimura is or a keylock is.

You know, it’s the same thing, but we want our fans to know what these things are and once they become more knowledgeable, then it makes for a better viewing experience and it’s going to take some time.

It’s not going to happen in one show. But, I think that, in time, over the next year or year-and-a-half, these terms – just like the jab and the left-hook and the upper-cut, the rear naked choke and the guillotine and the, you know, scissor sweep, all these kind of terms are going to be just regular terms and very familiar terms with many more fans that are tuning into MMA events.

Andrew Falzon: Gentlemen, it’s an absolute pleasure, thanks for the time and best of luck. This is good for EliteXC and CBS; it’s good for the sport at this point.

Thanks, guys.

Gus Johnson: Thank you.

Operator: We’ll now go to Brian Lowry from Variety. Please go ahead.

Brian Lowry: Not to get to back to accentuating the negative, but a couple of the people that have spoken out against this being on CBS include the Chairman of CBS, Sumner Redstone, and the Head of Fox Sports. I just wanted to get your reaction to that.

Gus Johnson: Well, Mr. Redstone is Mr. Redstone and, you know, he has that opinion. And hopefully we can change his mind. That’s what our hope is one he sees it and sees how beautiful of a sport it is and hopefully we get a good number, then maybe, you know, his mind will be changed and he’ll see it a different way.

Karyn Bryant: Plus, I mean, not to mention the fact though that violence is on television all the time in prime time. It might not be in as outright an exposition as this is, but, you know, on primetime cop shows, every show, women are getting beaten up, guys are getting shot, killed, I mean, violence is just there.

Video games that have violence sell like crazy. So I don’t think we’re doing anything that’s out of the ordinary for what the public is demanding and certainly, you know, hand-to-hand combat is violent, but I don’t think it gratuitous and I don’t think that it’s going to be something that’s outrageous.

It’s, you know, it’s a sport, it is what it is, you know, we’re not pretending it’s not what it is, but I don’t think people aren’t used to that.

Brian Lowry: OK, thank you.

Female: OK, we have time for one more question.

Operator: And our last question comes from Sam Caplan from fiveouncesofpain.com. Please go ahead.

Sam Caplan: Hey, Frank, I had a question about your Strikeforce contract. Does that preclude you from fighting on CBS in the future?

Frank Shamrock: No, it does not.

Sam Caplan: And if you were to fight on a future CBS card, is there anyone in particular that you would like to face off against?

Frank Shamrock: You know no one in particular, but you know I think a new era of building talent is going to come into play with network television. And for me it’s taken years to build talent, it’s taken you know I put 12 months into marketing my next fight.

I look at having CBS, you know, as having an opportunity to build these guys immediately over night into superstars that, you know, will present compelling fights. The talent inside of ProElite is strong, there’s Robbie Lawler, there’s Phil Baroni, there’s a lot of talent that’ll make great fights.

And I think that’s what sells television and sells the sport, having really, really great fights. So I’m just looking forward to fighting and if I can keep going for another eight, nine years, I’ll be happy.

Sam Caplan: All right; thanks for your time.

Kelli Raftery: Thank you, everyone, again, for joining today’s call. There will be a replay of this call for one week at 719-457-0820, confirmation code 3756482. Thanks, Gus, Mauro, Karyn and Frank for joining, and if anyone has any questions, please call (Mitch Graham) or myself at CBS or any of the publicity contacts on the media advisory.

Thanks, guys.

Gus Johnson: Thanks, guys.

Operator: This does conclude today’s program. You may disconnect at any time. Thank you and have a great day.