television feeds into those rivalries and makes them bigger than they've ever been before. >> the idea is to challenge me with somewhat primitive skill. they're just as good as dead. >> every mike tyson fight was an event. because every fight was like an ax murder. when he fought michael spinks, the electricity you could just feel on tv. tyson was made for tv because there was drama. >> it's all over! mike tyson has won it! >> not a lot of junior high school kids can dunk. especially at -- >> but everybody tries. everybody tries. >> i think that he is starting to transcend his sport, that he's becoming a public figure. >> michael jordan becomes the model every other athlete wants to shoot for. they want to be a brand. and that's what television does for these athletes. turns them into worldwide iconic brands. >> the inbounds pass comes in to jordan. here's michael at the foul line.