It seemed the most ridiculous idea when it was announced several months ago: The Sci Fi network would begin airing wrestling.

What, media people wondered, did wrestling have in common with science fiction? Sci Fi loyalists complained that the faux sport has no place on their network, and wrestling fans also trashed the idea. A network for geeks was no place for loud, crude grapplers.

It wasn't any wrestling either but the extra loud, extra crude Extreme Championship Wrestling

So much for the grousing. Three episodes in, “ECW” is a big hit for Sci Fi, currently the network’s No. 1 program. “ECW” is more than doubling Sci Fi’s timeslot average in 18-49s and 25-54s from the previous four weeks.

In its third episode, airing the week ended July 2, “ECW” averaged 1.41 million viewers 18-49 in its Tuesday 10 p.m. time slot 25-54s. That's down 25 percent from week one’s 1.89 million but up slightly from its second outing.  Among 25-54s, the show averaged 1.4 million viewers, down 17 percent from the 1.68 million who tuned in to the premiere.

“ECW” is known for its rude chants and even dirtier opening antics, which now features a woman stripteasing. “ECW” has incorporated elements of fantasy, with a zombie, a tarot card reader and a vampire appearing in the first few episodes. The league failed back in the 1990s but was revived this year by WWE’s Vince McMahon.

In justifying its decision to air “ECW,” network executives say the show is about imagination, which fit right in with Sci Fi’s identity. But more to the point, the network says internal research found that 44 percent of WWE viewers also watch Sci Fi.

Ultimately, though, the early success of “ECW” is a case study in the power of cross-network promotion, paired with “WWE,” which airs Monday nights on USA, sister network of Sci Fi under the NBC Universal umbrella. “ECW" is promoted to “WWE" wresting fans on Monday nights with the simple message: Tune in tomorrow on Sci Fi for more of the same, or better.

Sci Fi, which ranked No. 9 in primetime on basic cable during second quarter among its target 25-54s, probably won’t see any overall audience growth from the show, beyond the immediate tune-ins. Wrestling fans are notoriously loyal, and while they’ll go anywhere to watch their sport, they don’t tend to stick around.

“Sci Fi Network is inconsequential. It could be on The Food Channel or the Speed Channel, and if properly promoted, wrestling fans would find it,” says Dave Meltzer, editor of WrestlingObserver.com.

The most interesting thing to come out of “ECW’s” odd new home has been the fan diatribes. Messageboards have been abuzz for weeks over whether “ECW” should be on Sci Fi. Complains one fan on the Sci Fi boards: “It sort of takes the heart out of what the channel is supposed to be here for.” 

Meanwhile, in other cable ratings for the week ended July 2:
 
Top five networks in primetime (18-49s): TNT, USA, BET, TBS, FX
 
Top five networks in primetime (total viewers): USA, TNT, AMC, ESPN, BET
 
Top movie (18-49s): AMC’s “Broken Trail Part II” (Monday, 8 p.m.) 2.32 million
 
Top sporting event (total viewers): USA’s “WWE Entertainment” (Monday, 10 p.m.) 5.86 million
 
Shows making the top 10 among 18-34s, 18-49s and 25-54s: USA’s “WWE Entertainment” (Monday, 10 p.m.); USA’s “WWE Entertainment” (Monday, 9 p.m.); BET’s “BET Awards Show” (Tuesday, 8 p.m.); ESPN’s “World Cup: Brazil-France” (Saturday, 2:55 p.m.)
 
Show on the rise: “Larry King Live,” CNN, Thursday, 9 p.m. Booted “View” co-host Star Jones promised to shut up after her appearance on “King” Thursday, and many turned in to hear her last words. “King” tripled its usual audience with nearly 3 million total viewers, and finished first among the cable news networks in total viewers and adults 25-54.

Show on the decline: “Real World XVII,” MTV, Tuesday 10 p.m. Airing opposite the “BET Awards,” “Real World” was down 11 percent week to week among 18-34s to 1.15 million viewers. It was down 6 percent week to week among adults 18-49 to a still-formidable 1.4 million viewers.