Producers launch new series '4th and Long'

Longtime friends J.D. Roth and Todd Nelson launched 3Ball in 2001, the company name a reference to a three-point shot in basketball.

“We joked we should call the company ‘Two Guys in a Room,’ ” Roth says. “I remember saying, ‘We’re 32 and 33. If we don’t make it now, we’re not going to.’ ”

In 2003, “For Love or Money,” their first primetime reality series, premiered on NBC. This year, the prolific partners’ mega-hit, “The Biggest Loser,” celebrated episode 100 and was the highest-rated show on NBC. “Loser” airs in 90 countries.

” ‘Biggest Loser’ was a category killer — nobody was in weight loss,” Roth explains. ” ‘Beauty and the Geek’ (which they produced for the CW) was a category killer — nobody was in that space. ‘Scott Baio Is 45 and Single’ (VH1) broke ground. ‘Breaking Bonaduce’ was another.”

Roth’s and Nelson’s newest series, “4th and Long,” launched on Spike TV this summer, gives football hopefuls a chance to land on the Dallas Cowboys roster. The team’s shows, like their own pro trajectory, tend to chronicle dreamy transformation.

“Our shows give people hope, hope to be on the Dallas Cowboys, hope to become thin again and be healthy, hope to find the man or woman of your dreams,” Roth says.

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