Right there is the problem.
Ratings tank, they sign more guys, ratings don't improve, sign more guys, ratings go down, etc etc. Scott Coker buys into the the simple philosophy of , "build they will come mentality". He hasn't understood the UFC already did that and that is where people go. Bellator has the roster to put out good cards many more times than not and get people talking on some level. But instead we get one card here and there that is solid on paper(creates a little ripple in the sea of MMA news) and a whole hell of alot of filler events in between that more or less go unnoticed. When you dive into the ratings these UFC signings when they fight do help peak numbers and help attendance(drastically compared to before). The problem is nothing below the headlining fight even gets people to tune in. Viacom can't even get Bellator to air live in parts of the US at times throughout their history. Nothing flows from event to event. A very low budget on marketing. It's just a damn mess from top to bottom.
Viacom should sell it off and at best Coker should be nothing more than talent relations position if he is even retained by new ownership or if Viacom continues to own Bellator. They need new blood running the show.