rivalries and makes them bigger than they've ever been before. >> every mike tyson fight was an event because every fight was like an ax murder. when he fought michael sphinx you could feel the electricity on tv. >> there he goes! >> tyson was made for tv because there was drama. >> it's all over! mike tyson has won it. >> not a lot of high school kids can dunk. >> everybody tried. >> he has become something of 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. >> here's michael on the foul line. a shot. the bulls win!