The network, which has struggled with its identity since rebranding as a male-focused channel nearly three years ago, rolled out yet another new programming strategy yesterday at its upfront presentation.

Under the tagline "Get More Action," Spike will continue to target men 18-49, but it will do so with butt-kicking drama and Ultimate Fighting Championship rather than women’s butts and catfights.

Spike will introduce its first original scripted drama, “Blade: The Series,” on June 28. It also has reached a deal with UFC for seasons three and four of the hit reality series “The Ultimate Fighter,” as well as 10 live martial arts fights.

This is at least the second time in the last three years that Spike has refined its focus after relaunching TNN as a network targeting men 18-34 in 2003. At the time, the network introduced raunchy new shows aimed at the same beer and babes set that helped the laddie magazines become so successful.

But the formula just didn’t work on TV. “Stripperella,” an animated show with the voice of Pam Anderson, and “Gary the Rat” flopped after big openings. Reality show “Joe Schmo” fizzled rapidly in season two, and Spike never became a destination for men 18-34, ranking behind networks like ESPN, TNT, MTV and Cartoon Network.

In January 2005, owner Viacom booted Spike president Albie Hecht, and the network began another refocusing, building much of its schedule around popular repeats of “CSI.” At the time, media people told Media Life that there was simply not enough interest to sustain a men’s network and that Spike would have no choice but to rebrand again.

The network was basically flat among men 18-34 and men 18-49 during fourth quarter 2005, and it still had not moved into the top five among either of those demos, hence the need for yet another rebrand.

This one seems to be appealing to weekend warriors rather than frat boys. The network acquired rebroadcast rights to “CSI: NY” and “The Shield,” which will both join the lineup next season.

Other new shows will include the drama “Amped,” about mutants, and the reality series “Bull Run” and “Raising the Roofs.” Spike also plans a horror awards show called “Scream 2006” and a documentary about the ironworkers who helped clean up after Sept. 11 called “Metal of Honor.”

The network will launch a new late-night block in fourth quarter that will compete with Adult Swim, including an animated series from Samuel L. Jackson, a variety show and a program that sounds a lot like MTV’s “Jackass,” where the stars recreate dangerous stunts.

Spike has had past success showing James Bond movie marathons on the weekends, which it will continue. It now also has exclusive rights to the “Star Wars” franchise, starting in 2008.

And the new show “Pros vs. Joes,” which pits regular guys against elite athletes in various sports, has performed well, averaging a 1.1 household rating, bettering its primetime average during fourth quarter. It will likely get a second-season order if it remains strong.

Spike is available in 88 million households.