New round for Sly

Superstar trio plan boxing reality show

By JOSEF ADALIAN, MICHAEL SCHNEIDER

Mark Burnett, Jeffrey Katzenberg and Sylvester Stallone are teaming up to search for a real-life Rocky.

Superstar trio have entered into a business partnership built around an unscripted drama dubbed "The Contender." Skein, being pitched to nets this week, will focus on a nationwide search for a new boxing superstar who could breathe life back into the troubled sport.

As part of their alliance, Burnett, Stallone and Katzenberg (via DreamWorks) are also hoping to launch their own boxing federation independent of current pugilistic organizations, Burnett said.

Producer didn't divulge details of how the federation would work, but there's already precedent for reality producers having a role in the success of their "stars." Winners of "American Idol," for example, are managed by Simon Fuller, one of the show's exec producers; and Tyra Banks advises the winner of "America's Next Top Model, which she and Ken Mok exec produce.

For now, the focus is on "The Contender," a show Burnett promised will be an "unscripted drama of the highest order."

"We're looking to reclaim a part of America that's been missing," Burnett said, referring to a time when most Americans could name the heavyweight champ. "Where are the 'Thrilla in Manilas'? The Sugar Ray Leonards? We all agree no one can tell who owns what belt."

Scandals and the move to pay-per-view broadcasts of major matches has taken the sport away from the mainstream -- though boxing remains a huge business.

Burnett said he and his partners want to create a boxing environment free of the scandals and suspicions that now surround the sport.

"We're all businessmen, and there's a serious business around boxing," Burnett said. "It's the highest-paying sport, yet no one believes in it anymore. What happens when we make it transparent and clean? Once clean, the upside is astronomical."

Katzenberg has a long relationship with Stallone, which led to he and Burnett approaching the thesp about entering into the business agreement.

In addition, Stallone is expected to be a central figure in the skein.

"This is a business arrangement, first and foremost, but Sly will be the heart and soul of the show," Burnett said. "He'll mentor these fighters with the whole 'Rocky' spirit. He would never get involved in this if it weren't 100% aboveboard."

Despite Stallone's involvement, "The Contender" will not be linked in any way with "Rocky." MGM/UA controls the rights to the characters and that franchise.

Burnett said the project shouldn't be classified as a "reality show."

"This is much bigger than that," he said. " 'Rocky' is the story of America. It's the heart and soul of this country. We're going to reinvent boxing."

Execs at CBS and Fox took meetings on "The Contender" Tuesday, with other nets also expected to be pitched the concept.

Burnett hopes to have the nonscripted drama series and boxing federation in place by next January.

Burnett already has an active slate, producing a pair of skeins for NBC ("The Apprentice," "The Restaurant"), drama pilots at the WB and the Peacock, "The Casino" for Fox and "Survivor" for CBS. All are done in conjunction with his business partner-producer, Conrad Riggs.