Bellator MMA brands itself as the MMA promotion Where Title Shots Are Earned, Not Given.

FORBES: Move up http://i.forbesimg.com t Move down

Bellator MMA, founded in 2008, maintains a core philosophy that title shots should be earned, not given.

FORBES: Move up http://i.forbesimg.com t Move down

By having a majority ownership in Bellator MMA (via its parent company, Viacom), Spike TV is able to avoid many conflicts it confronted mid-relationship with UFC.

FORBES: Move up http://i.forbesimg.com t Move down

Now comes the big test to determine the type of ratings that Bellator MMA will receive as it shifts from MTV2 to Spike TV, the home of Mixed Martial Arts.

FORBES: Move up http://i.forbesimg.com t Move down

But Bellator MMA is on the right path, with a new season launching on Spike TV, a plethora of strong sponsorships and a demographic that causes brand managers to salivate.

FORBES: Move up http://i.forbesimg.com t Move down

Additionally, over 50 advertisers that were with Spike TV when it broadcast UFC have bought into Bellator MMA on Spike TV, and cage signage (mats and posts) are nearly sold out for the upcoming season.

FORBES: Move up http://i.forbesimg.com t Move down

Its name is Bellator MMA, and after two years of partnering with MTV2, it will begin broadcasting a 12-week season of its events on Spike TV, a division of Viacom Media Networks (NASDAQ: VIA, VIAB).

FORBES: Move up http://i.forbesimg.com t Move down