Never one to back away from a verbal battle, EliteXC Vice President Jared Shaw has responded to UFC President Dana White's recent scathing outburst directed solely his way.

Shaw recently told MMAjunkie.com (www.mmajunkie.com) that he was unconcerned with White's labeling of him as a "retard," but understands why others might be.

"Names will never hurt me," Shaw said. "But I'm sure it may have hurt a lot of disabled and handicapped people in this world."

White's original comments were made to NBC Sports.

"There's guys out there in the industry that know what they're doing and run a real business," White told NBC Sports. "ProEliteXC, you think that business is being run well?

"Hey Jared (Shaw), you're $60 million in the hole, retard. Get over it.

"These idiots pop up and they start throwing all this money around, and they think they're going to come out and go head to head and compete with the UFC? It'd be like me starting a fast-food joint saying 'I'm going to take down McDonald's.'"

The battle between the UFC and EliteXC is certainly not a new one. For each of EliteXC's two previous CBS broadcasts, the UFC has offered counter-programming designed to lure away would-be viewers of EliteXC.

The trend started when the UFC ran a two-hour block of programming on Spike TV featuring the ultra-popular Chuck "The Iceman" Liddell concurrently with the May 31 network-television debut of EliteXC on CBS. When EliteXC returned to CBS on July 26, the UFC offered a free replay of UFC 84 as alternative viewing.

That same strategy will be implemented tonight, as fans can choose to view the "EliteXC: Heat" event on CBS, or a replay of UFC 86 -- featuring a light-heavyweight title match between Quinton "Ramage" Jackson and Forrest Griffin -- on Spike TV.

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