In the "Ultimate Marvel" series, Sergei Kravinoff is a Russian-Australian and the host of his own TV reality show. In the TV show, he hunts down dangerous animals and intends to hunt and kill Spider-Man on live television in order to boost his ratings (after his first fight with Doctor Octopus attacking Justin Hammer's NY facility). He is arrested after being knocked out with a single punch by the superhero (who was trying to help two people out of an overturned car) and his show is cancelled.