With no U.S. cyclists positioned to grab the mantle of Lance Armstrong, and with major doping headlines still in play, Versus is in for a rough ride. It can expect tough going when it comes to improved audience numbers during next month's three-week Tour de France broadcast.

The positives are that major advertisers continued to support the network's cycling programming, including this year's race: Anheuser-Busch, Saab, Hampton Inn, Bridgestone and Yamaha. Endemic advertisers include two bike manufacturers, Cervelo and Specialized. Most of these advertisers supported the Tour de France broadcast of a year ago.

But at what price? No doubt a lower one, estimate many media agency executives.

"We think it's a fair value," Gavin Harvey, president of Versus, told The New York Times. "The Tour is still a grand tour. We're conscious of what's happened, but you have to move forward."

The good news, despite the doping headlines, is that early-season cycling-race ratings on the network are stable. "We are exactly where we were a year ago," said Versus' Phil Liggett, the longtime cycling announcer, in a phone press conference yesterday.

What isn't so good is the Tour de France itself--Versus' premiere sporting event. Ratings on the big July biking event dropped about 50% in 2006, versus 2005--the last year Armstrong won the event--despite having another American, Floyd Landis, taking the overall victory last year. This came after seven consecutive victories by Lance Armstrong.

All that gave Versus hope for an improved 2007 with another American in contention. But weeks after Landis' victory, his win became a dispute, given an allegedly positive drug test during his incredible stage 17 victory.

With Landis not returning this year, the network is back to square one--perhaps at a lower level. During Armstrong's peak 2005 season, Versus (then OLN) averaged 1.7 million viewers. With Landis, it dropped to 893,000.

A silver lining this year is that the race is wide open, according to most observers, including Armstrong. The favorite is Alexander Vinokourov, who couldn't compete last year because some of his teammates on the Astana cycling team were accused of doping--charges that have since been dropped.

Also helpful is that there is another U.S. dark horse who could make up for some big performances and perhaps lift Versus ratings again. Levi Leipheimer, is riding for the Discovery Channel's cycling team, the team of Lance Armstrong. (Armstrong is a part owner of the team). Many are predicting a high placing for him.

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