Following last night's TV rating, EliteXC is in a position where they need to do a good rating in October to continue on CBS.
At the same time, they are also planning a Pay-Per-View for early 2009, because they are losing tons of money and they need some serious revenue.
These competing needs are creating serious dilemmas for EliteXC going forward. In order to pull the numbers they need to stay on CBS, they need to book fights with big names that catch the public's imagination. At the same time, they can't just give it all away for free every couple months, or there is no reason to buy the PPV shows.
Since they completely blew their chance to make Nick Diaz vs. KJ Noons a big deal, the only money fight on the horizon for Elite XC is Gina Carano vs. Cristiane Cyborg. Carano is arguably the biggest star in the promotion, and I knew that fight was money as soon as Cyborg finished destroying Baszler. The crowd started chanting for Carano immediately, and it sounded like they were all dying to see it. The idea of this freaky strong foreign woman fighting against the beautiful American girl is an incredibly easy sell. On CBS, it would probably be a good enough main event to get them the kind of high rating they need. However, it's also one of the only fights that could probably sell a lot of buys for them. I think they may be tempted to give each girl an easy fight next time to try to build up the Pay-Per-View, but who knows how CBS will react to that?
Free television is always the most important tool for building up PPV shows, but if the channel owns the promotion, and gains nothing from strong buyrates, it's hard to see them foregoing the big fights.