Mainstream coverage is one thing, but if you want to know how valuable a commodity the UFC has become in the current economic climate, take a look at the coverage it is getting among cable insiders.

In the lead up to last Saturday's UFC 100, Multichannel News - a leading industry magazine aimed at CEO's and programmers - dedicated it's cover to the event, as well the burgeoning UFC on Demand programming option.  Inside, a 10 page, 3 story spread breaks down the history of the company (while miraculously avoiding the dreaded Zuffa Myth), it's current standing in the PPV market, and personality profiles on Lorenzo Fertitta, Marc Ratner and Dana White.

Perhaps the most interesting item comes from the piece on Ferttita. In it, he states how in 2004, tired of the financial losses, he had White find a buyer for the UFC.  When a $5 million offer materialized, he just wasn't able to pull the trigger, and continued on the The Ultimate Fighter project which eventually led us to where we are now.

The longer article, which is a good read but doesn't cover much new ground for long time fans, can be found online here.