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Affliction Entertainment in talks to air third MMA event opposite UFC 100 on July 11

Apparently there is still some fight left in "The T-Shirt Guys" over at Affliction Entertainment.

Five Ounces of Pain is reporting that Affliction is taking a page out of the UFC counter programming handbook and contemplating a third mixed martial arts event this summer for Saturday, July 11 -- the same day as the much anticipated UFC 100.

According to the report, Affliction would consider hosting the event on network or basic cable television to avoid the very difficult task of trying to lure away potential PPV buys from Zuffa.

And the UFC is no stranger to counter programming.

They hastily assembled UFC Fight Night 14 to draw interest away from the debut of Affliction: "Banned" on PPV last July with a main event between Anderson "The Spider" Silva and James "The Sandman" Irvin.

For Affliction’s second effort, "Day of Reckoning" on January 24, the UFC answered with a replay of UFC 91 "Lesnar vs. Couture."

The UFC also went up against the EliteXC debut show on CBS last May with a tribute to perhaps the most popular mixed martial artist on the planet, Chuck Liddell, called "Ultimate Iceman."

Even the new-look Strikeforce is getting a taste. On the same night and at the same time as their April 11 event, Spike TV will debut UFC 94: "St. Pierre vs. Penn 2," which of course is now known simply as "Greasegate," thanks to some questionable tactics by the corner of GSP.

It's not unreasonable to think this third show could be the last from Affliction. The idea of going head-to-head with one of the biggest events in UFC history is more of an "F-you" than it is a step towards continued brand development.

While still in the planning stages, it will be interesting to see what Affliction has in store for its third event and what impact it might have on the fighters who decide to participate in the broadcast. Being an accomplice to this kind strategy could be detrimental to a fighter who may be considering a UFC career down the road.

Stay tuned to for more information as it becomes available.

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