CNN's new sports show from Rachel Nichols takes fourth place in key demo and total viewers
CNN's first sports show in over a decade premieres on Friday at 10:30 p.m.
The show was originally supposed to start on Sept. 20; now planned for Oct. 25
Will compete with Alec Baldwin's possible MSNBC show
Neil Grossman and Howard Silverman have formed a holding company that already controls an animation studio and a multi-faceted film company
Former "SportsCenter" correspondent Rachel Nichols will host a weekend show as well as cover all major sporting events for CNN