HIGHLIGHTS OF THE OLYMPIA PRESS CONFERENCE   From the Mandalay Bay, Las Vegas. 1pm PST 28th October 2004   The nature of the press conference this year was in stark contrast with the Ray-Ryan-Titus bitchfest of 2003. Hosted by Joe Amato, Bob Cicherillo and WWE Heavyweight Champion Triple H, this year's event initially focused on the introduction of the new challenge round which replaces the traditional and subjective posedown. Excitement is certainly mounting in anticipation of this revolutionary round, which can theoretically change placings drastically in the final hour. The new digital scoreboard plays a vital role in the challenge round as scores can be viewed in real time for the first time in IFBB history. Anonymity and discretion have been abolished in favour of a more immediate and public approach, which will doubtlessly result in an electrifying experience for the audience and competitors alike.   No Olympia press conference would be complete without some serious taunting of the reigning champ. Ronnie Coleman's greatest threat, Jay Cutler, simply stated that he "wouldn't be here if he didn't think he could take down the champ". Günter Schlierkamp, however, provoked an unexpected response by claiming he'd "kick both their asses". Despite Günter being the only athlete to have ever claimed victory over Ronnie in the last six years, his declaration was exposed to be nothing short of comical when Coleman challenged him and the rest of the contenders to a posedown "Right here, Right now". In the style of a true showman, Ronnie leapt onto the conference desk and proceeded to strip. "You wanna do something? Then do it right now!" His invitational yells were accepted by his verbal taunters who along with Gustavo Badell, stripped down to their underwear and gave an incredibly eager audience a real taste of what they can expect on Saturday.   Compared with the political discussions of former conferences, the 2004 event injected a sense of enthusiasm and energy back into what had seemingly become a financially focused event.   Additional highlights:   Chris Cormier showed up!   Newcomer Victor Martinez stated that he "may not be Victor of first place" but expects a top-five position.   Eight-time Ms. O, Lenda Murray, is eager to defend her title on Friday. "Eight was great but nine would be fine," she quipped. Iris Kyle and Yaxeni Oriquen are both determined to ensure that doesn't happen. "Today is my day and I'm taking it all," claimed Kyle who was clearly in excellent shape. This one's going to be real tough call.   When questioned about his recent 'distractions', Dennis 'The Menace' James explained that the rest of them were going to wish that they too had had a year like his. "I've been so distracted that I've gained 8 lbs of solid muscle," he reported. Dennis believes that there are at least four or five guys who could walk away with the title this year. "Something's going to happen that nobody expected," he concluded.   A man of few words, Dexter 'The Blade' Jackson, simply stated that he's going to let his physique do the talking for him.   By Janet Hails

King Kamali, Bob Cicherillo and WWE Heavyweight Champion Triple H. "You wanna do something?" - Ronnie Coleman. Ronnie's challenge accepted. Iris Kyle and Dayana Cadeau. Davana Medina, the reigning Figure Champion.