• by Wayne Friedman , August 12, 2005

Broadcast network rejects are sometimes cable networks' gems.

ESPN hopes that will be the case in taking on the low-rated NBC reality show "The Contender," produced by Mark Burnett Productions and DreamWorks Television. The show pits young boxers against each other in a traditional team-like setting that Mark Burnett has become famous for with his other shows, such as "Survivor" and "The Apprentice."

Starting in April 2006, the show will air for a second season on ESPN--the network has the right to renew for two other seasons. As with his deal with NBC--and most of his shows--Mark Burnett's production company will continue to handle product integration, sponsorship, and international distribution.

Major "Contender" sponsors, such as Toyota Motor Sales, spent upwards of $14 million dollars to be associated with the show in terms of product integration of Toyota cars being seen on the show, as well as commercial time bought on NBC.

"The Contender" underperformed by network standards--only averaging 6.2 million viewers last season, but pulling in nearly 8 million for the season-ending finale bout.

"Contender" hosts Sylvester Stallone and Sugar Ray Leonard will continue to make appearances on the show, but probably not as co-hosts.