Mid-Card: The Next Generation

When writing about the last few WWE pay-per-views I've said the company needs to work harder on the booking of its filler material. Generally speaking the big feuds, such as CM Punk versus Paul Heyman and Bryan versus Orton and The Authority, provide people with enough reasons to tune into shows. I don't enjoy every aspect of either programme but as main event rivalries go they are mostly doing what they're meant to.

But what WWE seems to be overlooking is that people aren't as willing to pay for shows just to see one or two matches out of eight as they used to be. There are so many ways for people to fritter away disposable income and time that big shows need to have a lot to offer in order to be of interest to people who aren’t obsessed with watching every WWE show. Even here in Britain, where we get some PPVs for free on Sky Sports, WWE has to offer more than just a handful of enticing matches because people simply don’t have the time to sit through subpar shows. They can just watch the key moments on a recording.

Creating a worthwhile undercard is not beyond WWE. They have demonstrated many times in the past that they know how to put together a cracking card and they currently have the talent to do it. They just don't seem too bothered about putting the work in. All of the writing team's effort is focused on the top of the card and so mid-card disputes are tossed together at the last minute. It's not unusual for a pay-per-view to feature previously unannounced alleged "bonus" matches, basically WWE’s way of skirting around bothering to create a reason for the combatants to meet.

 

These guys are two of the many WWE could be doing more with

 

The answer, fairly obviously, is to dedicate more TV time to feuds between guys outside of the main event. They've got plenty of time to do it, what with a three hour RAW and a SmackDown best thought of as supplementary to the Monday show. And while the exactitudes of the writing team are kept secret I don't think it's unreasonable to assume that there are probably enough guys involved to have two or three dedicated to working exclusively on the middle and lower portions of the card.

It would be a nice place to start new additions to the team: they could get a feel for the process without being involved in something the promotion relies on to draw viewers. In an ideal world each writer would specialise in writing for a group of wrestlers, getting to know their strengths and weaknesses and overseeing their plots as they travel up and down the card. But in reality this will never happen in WWE.

Survivor Series being WWE's next show could help WWE reenergise its mid-card. Over the course of the next few weeks a handful of guys could be selected to enter into programmes with one another with the aim being to have a traditional ten man elimination tag match at the big show. Not only would this, if prepped correctly, add a match to the card that people may care about but it would get guys onto a show they may otherwise miss, providing them a chance to do something memorable. And it would give us a break from the forgettable filler matches that have been clogging up cards and are the problem to begin with.

WWE is not likely to get its next batch of top stars without a worthwhile mid-card scene. Nor are they going to see the amount of people watching their pay-per-views improve without a greater number of substantial matches being offered. Sooner or later they're going to have to change their approach.

Victim of Circumstance

I watched the opening two matches of WrestleMania XX a week or two ago (I was bored while waiting for My Big Fat Gypsy Fortune to start). The second match is an instantly forgettable four team tag match. The opening bout is far more noteworthy, seeing John Cena take on the Big Show for the US championship. There are two firsts there: Cena's in-ring 'Mania debut (he had cut a promo at WrestleMania XIX) and his first title win.

The match is also noteworthy for the incredibly positive reaction Cena receives. He'd been on TV for around eighteen months by this point. He’d spent majority of that time doing his 'Doctor of Thuganomics' gimmick, a heavily modified version of which he still plays today.

It was peculiar viewing. Cena did the routine he still performs today and the audience lapped it up. He powered up Big Show for an FU (or the AA as it’s called now) and the crowd roared with a mixture of astonishment and approval. Moments later that same audience was stunned when 'The World's Largest Athlete' kicked out of the move, the first man to ever do so. Perhaps most interestingly the event was held in Madison Square Garden, a state away from but catering to the same market as 'Mania XXIX.

Cena got a very different reception back in 2004. I'd rhetorically ask what's changed but we all know the answer: nothing has.

In 2003 WWE was mostly directionless, flailing in the wake of The Rock's move to Hollywood and 'Stone Cold' Steve Austin's retirement. Brock Lesnar had become a decent draw but not as big as expected or needed. By the time 'Mania XX rolled around it didn't matter anyway, the show would be 'The Pain's' final WWE appearance for eight years.

Happier times for John Cena

In 2003 Cena was fresh and hungry to make it to the top. Fans appreciated his character because it was different to everything else being presented. That he clearly wanted to succeed and had a knack for effective mic work helped too. New top acts were needed and fans selected Cena to be one of them. He was a limited wrestler but he wasn’t a bad wrestler. Besides, there were guys like Chris Benoit, Eddie Guerrero and Kurt Angle on the roster. One sub-par headliner wasn’t going to hurt.

Over the years Cena’s inability or unwillingness to change or progress has caused fans to turn on him. He trots out the same routine that helped him rise to the top nine years ago.

The key to staying on the right side of wrestling fans (as told to CM Punk by Raven) is knowing how to tweak your character every so often. Introducing a new move or altered looked are good ways of doing that. Cena has done nothing new in years. The latest move he added to his regular repertoire was the STFU in 2005. New merch every four months and the occasional switch from jorts to camouflage gear isn’t enough.

That he's not changed while fans' tastes have isn't Cena's only problem. Since 2005 he has been the undisputed star of the company. He has outlasted the two other most financially successful headliners WWE has ever had: Hulk Hogan and Steve Austin. 'The Hulkster' did around six years before going part time and eventually leaving the WWF altogether. 'The Rattlesnake' had a surprisingly short four years as the company's top act.

Hogan wasn't hearing jeers by the time he left, but he wasn't as big a deal as he had been when Hulkamania kicked off. The same is true of Austin. Both men got out, for various reasons, before fans got bored and turned on them.

Cena has been at the top for so long that it goes beyond disliking his moves or his promo style or his merch or the fact that he's marketed at kids. People are just bored of the status quo. When fans express a desire for WWE to change or progress or try something new the obvious first suggestion to make is to de-push or get rid of Cena. He's faced everyone and won everything. His continued status as top dog ensures that not only do guys not get a fair crack at making it to the top but that they look worse whenever they interact with the company’s biggest star.

Guys can get away with having foibles when headlining WWE. Hogan was just as limited as Cena. Austin wasn't far off by the time he became a star because of various injuries he'd suffered. Fans will tolerate shortcomings, just not for this long.

 
Cena could be said to be a victim of his own success. Fans wanted him to make it to the top because WWE was stale. But he’s now been on top for so long that the product has become stale again and it’s largely seen as his fault.

There's no obvious answer for me to point to here. WWE won't make Cena part time until 'The Franchise' himself requests it. Why would they? Working a full schedule means he’s on house shows, TV, pay-per-views, and international tours. WWE can make more money if Cena's full time.

Sending him home for a while to allow others some spotlight would be a good idea as it would create fresh opponents for Cena (and other people) and allow him to rest and recuperate. But that would mean risking a dip in ticket sales, PPV buys, and TV ratings. It's a less radical solution to a part time schedule but carrying the same problems.

Turning Cena heel isn't going to solve things. That would alienate his existing fanbase but encourage people who boo him to cheer him, because it would be the change that the character hass been needing for several years.

WWE's best option is the one they're taking. That is trying to create new megastars while Cena's still working full time. I think they've more or less accomplished it over the last two years with CM Punk. Ryback was doing pretty well before his heel turn, which demonstrates that fans will react to alternative babyfaces. If he can make it to the top and prove a success in headline situations where he isn't supported by Cena that will be a good sign.

But, to borrow a sentiment from 'Big Hungry', they'll need more. By WWE's own criteria John Cena is a success. Whoever takes over from him is going to have some big shoes to fill.

Friday Night Special

It's not often that TNA beats WWE to the punch. Since its launch the company has more often than not operated in the wake of WWE's success. They've hired WWE cast-offs, run shoddy rehashes of WWE stories, and presented a distinctly sports entertainment flavour of in-ring product. It has always been very clear who the trendsetter is.
 
TNA's decision to move away from the monthly pay-per-view format was announced last year and seemed like a definite step in the right direction. We were told that TNA would present ten monthly pay-per-views in 2013, with the stated plan to drop the tally again in 2014.
 
An announcement was made last week that completely altered the TNA PPV landscape. The group will present only four live Sunday night pay-per-views this year. The eight months that do not feature such a show will instead get a pre-recorded, themed Friday night themed show instead.
 
This move can be read in several ways but it has, however you view it, to be acknowledged as a positive thing. Concentrating on four major events a year will allow TNA to pace and direct their storylines far better. I suggested last year that the time of the twelve PPV a year format is drawing to a close and it's nice to see TNA making changes accordingly. Jumping before they’re pushed you might say.

Is the green lighting intended to put us in mind of a halo, do you think?

 
The Friday night events will apparently be offered at a far cheaper price than the group's regular events, which should help to encourage buys. It's possible the themes will prove similarly enticing. A show comprised of X Division talent, for example, should be a fairly successful show. A hardcore show could be too, if enough thought is put into the planning of the card and it's subtly (and I do mean subtly) marketed as having an ECW tinge to it.
 
The only reservation I had when I initially heard of the plan was the decision to air the shows on a delay. Live broadcasts are the norm for wrestling and sports in general these days. It's one thing to tape a TV show and air that a few days later. That's free to view and is (theoretically) a way of promoting the product and encouraging people to spend money on the product in other ways.

Charging for taped broadcasts has never worked in wrestling. Ring of Honor discovered that when they first started airing big events. The WWF found it out when it first started testing the waters with big shows not named WrestleMania.
 
TNA itself used the taped PPV model when it first launched. It helped them achieve their goal (a television contract) but that was its point. It was a means to an end, something to be discarded as soon as they'd got something better.
 
That said I don't think the taped nature of the events is a complete mistake. It will keep costs lower than a live broadcast, which is surely part of the point. While I stand by my belief that a taped event is a tougher sell (because of the nature of spoilers) I don't think it's an impossible one. If pushed more as a chance to watch some quality matches rather than the chance to see a title change hands or the final entry into a lengthy feud I think these Friday specials will have an appeal. Basically they need to be aimed more at the regular viewers, the people who appreciate a good wrestling match as much as or more than a good storyline.
 
Don't expect WWE to follow suit anytime soon. They're in a much better financial position than TNA and will stick with the monthly format until it proves a money loser. Considering the international juggernaut Vince McMahon's company is I don't think that's going to happen for quite a while.
 
But let's end on a positive note. TNA have not only taken the initiative and done something before their chief rival, they've also done something that should help them creatively and economically. It's a move I've wanted to see WWE make for a long time. I'm glad TNA got there first.

Twelve Wrestling Things of Christmas

Are the Twelve Days of Christmas before or after the big day? I'm never sure. It doesn't matter really. In the spirit of The Season I present my Twelve Wrestling Things of Christmas.
 
Twelve... Years Since the Business Changed

2013 will mark the twelfth anniversary of the closure of both ECW and WCW as well as the end of the Attitude Era. That was the last time wrestling was close to being considered cool and popular. Will next year see the beginning of another popularity boom for the business? Don’t get your hopes up…
 
Eleven... Knockouts and X Division Wrestlers

It’s not an exact number but it feels like TNA has about eleven performers spread across two divisions that used to be really good. Kenny King, Zema Ion, Tara, Mickie James and their co-workers are all great but a division will never be entertaining if it doesn’t have a deep roster. TNA should hire more talent and concentrate on resurrecting their once enjoyable leagues.

If it means the likes of Mr Anderson, Hernandez and Sting have to be released from their contracts so be it. TNA needs new marketable names, not the same old ones in slightly different scenarios.

The most exciting thing in this picture is the lighting

 
Ten... Pay-Per-Views a Year

TNA will break from the norm and present ten pay-per-views in 2013. I think this is a good move. It will allow more time to develop stories for the remaining shows and ease the pressure on viewers’ wallets. That should result in increased buy rates for the remaining supercards and a better paced, more enjoyable television product for the team in Orlando.
 
Nine… Shows Confirmed

Between now and May Ring of Honor only has nine shows announced. That’s a worryingly low number for a promotion that used to have a very healthy touring schedule. Of these two are TV tapings and three are internet pay-per-views. If SBG wants ROH to be viewed as America’s number three promotion they need to up the budget to allow more non-televised events to take place. Expanding the roster wouldn’t hurt either.
 
Eight... Months Left

If we’re to believe what’s been said by the man himself in interviews Davey Richards will depart Ring of Honor when his contract expires in August 2013. As one of the company’s most popular stars and talented performers that’s not good news. ROH has eight months to prepare at least one new star to take ‘The American Wolf’s’ place at the top.

The obvious candidate is Adam Cole. He’s popular, talented and young enough to be able to work the speedy Ring of Honor pace for years to come. If this problem is not addressed and Richards leaves with no successor ready to take his lofty spot then I don’t think the promotion will have much of a future.
 
Seven... Performers Deserving More

There are plenty of men and women I’d like to see wrestling in WWE but not all of them are currently in the promotion’s developmental system. Of the ones that are there seven stand out as wrestlers I’d like to see on the main roster in the next twelve months.

Adrian Neville, formerly independent wrestling’s PAC, is a high-flying sensation who could be a huge star in WWE if he were allowed to wrestle the style he’s become known for. Based on the promotion’s well established feelings on cruiserweights there’s no guarantee of that happening, unfortunately.

NXT Diva Charlotte was born Ashley Elizabeth Fliehr-Johnson. She is the daughter of Ric Flair. I’m not interested in seeing her wrestle. I’m interested in seeing how WWE handles her call-up and what storylines she’s placed into when it happens. If you want an NXT Diva who can wrestle look no further than Paige. She’s been a hit with the regulars at the NXT TV tapings and could be the woman to revitalise the Divas division in 2013.

 

Future of the Divas league?

 

I’ve written before that I’m a big fan of the Bray Wyatt character. It works very well in NXT and would translate well to the main roster. I’m not sure the former Husky Harris would survive the call-up without tweaks and alterations being made though. They could potentially ruin a very quirky heel.

Richie Steamboat is another second generation wrestler who is good enough to warrant a spot on the main roster. He doesn’t have an outlandish gimmick or flawless good looks, but not every member of the roster needs those things. Sometimes it should be enough that a guy has talent. Steamboat junior does. He’d make an excellent addition to the WWE mid-card.

Corey Graves wrestles well and has an interesting look. He’s another guy that could provide some substance to the middle card ranks. Finally there’s Kassius Ohno. Formerly one half of the Kings of Wrestling and the man who did the Wade Barrett gimmick before Wade Barrett, Ohno has the height, look, promo and ring skills to attain a top card position in WWE, as long as he’s given a chance to be himself.
 
Six... Solid Tag Team Wrestlers

Specifically Daniel Bryan, Kane, Titus O’Neil, Darren Young, Cody Rhodes and Damien Sandow. Since being put together as a unit and winning WWE’s tag team titles Bryan and Kane, dubbed Team Hell No by the “WWE Universe”, have made the promotion’s doubles league worth paying attention. For the first time in years it’s an entertaining part of WWE programming.

Rhodes and Sandow are easily WWE’s premier heel team, meshing their characters nicely and seeming devoted to getting over as a long term pairing, as opposed to two guys chucked together to work a short programme. Meanwhile the Prime Time Players have blossomed over the last six months into dependable antagonists and stand to inherit the division when the inevitable split of Team Hell No and the Rhodes Scholars occurs.
 
Five... Gooooooooooooooooold Riiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiings

Um… Yeah.
 
Four... And Oh

Since The Miz made his WrestleMania debut at show number 26 he has not suffered a loss at the event. While this undefeated streak may seem faintly ridiculous when compared to the Undertaker’s more prominent record I have enjoyed ‘The Awesome One’s’ mention of it after previous shows. I want him to pick up his fourth win this year.

If built up for another couple of years, and if he becomes popular enough, Miz could possibly be pitted against ‘The Dead Man’ in a few years’ time in an attempt to fool people into thinking ‘Taker’s Streak will end. Failing that Miz could just be fed wins in an attempt to replicate the run that currently stands at 20-0. It wouldn’t be as special, but it would be something.
 
Three... Never Being Fed
 
Ryback bellowed "Feed me three!" several times over the summer. He progressed to winning two-on-one handicap matches pretty quickly but he never got his wish to beat three fellas at once.
 
It's probably for the best: he's proven he’s not up to the task since The Shield debuted.
 
Two... Promotions I Should Watch More

CHIKARA and Dragon Gate USA. I enjoy both but don’t get to see them as much as I’d like. The only reason for that is that there isn’t enough time. Every show I’ve watched from these companies this year has been very good. Many have been excellent. I intend to try watching more of them next year. You should too.
 
One... Jobbed Out Santa

Heelish 

PPV or Not PPV

WWE has been promoting twelve pay-per-views (or more) each year since the mid-90s. It was a practice originally devised to attract more money and provide extra television time for developing feuds between bigger events. The success of World Championship Wrestling played a part in the decision too.
 
Over the years this reasoning has become irrelevant. Since the twelve PPV format was introduced WWE has added SmackDown to their weekly timetable and RAW has stretched to three hours. That's five hours of programming a week without even considering "lesser" shows like Superstars and Main Event. As any regular viewer should be aware this is already too much time for WWE's overworked team of writers to handle.
 
Not only that but WWE, now far easier to describe as a global brand than its 1995 counterpart, makes a healthy amount of money from advertising, sponsorship deals and overseas sales of these shows. The total amount of money made there comfortably outweighs the revenue brought in by B level pay-per-views.
 
It's not just WWE stuck in this routine. TNA have been emulating it since 2005. They had left their weekly PPV format behind the previous year and sunk their teeth into a TV deal. It's a move the promotion felt they had to make in order to be seen as competition to WWE. As most people will know that has always been very important to TNA.
 
The format has outlived its usefulness, and it’s pleasing to hear that TNA are planning to decrease the number of pay-per-view broadcasts they make next year. Right now the plan is for February to not feature a supershow. It will give TNA more time to build storylines and prep for the March card.

Fewer pay-per-view outings for this guy next year. Unless he returns to WWE of course

WWE should follow suit. The company has moved away from the long term booking that came with promoting four or five large events a year and developed an approach that sees them book month-to-month. Over time this has resulted in a lack of new stars breaking through as WWE relies on the same names in the same spots over and over again. The product is dull and the pressure of creating a monthly supercard hasn't helped matters.
 
A changing product isn't the only problem. MMA outfits now compete with WWE for fans' time and money. UFC in particular has proven it can be a box office beast with the right card, not relying on a near thirty year heritage and an ageing cast of former regulars to pique interest in its bigger shows (as WWE has begun doing with WrestleMania). The rise of internet pay-per-view is also worth noting. While no indy promotion (or even a collaboration of indy promotions) could possibly hope to outdraw a WWE PPV the medium has given wrestling fans more choice than ever before. In the long run that could harm WWE.
 
Is the answer to return to the four shows a year approach that was used in the early part of the 90s? It would lead to less money coming in every month but I think more people would be inclined to purchase the bigger shows if there were few secondary events on offer. It would also relieve some of the pressure on the writers and allow them to plan further ahead.
 
Personally I think that solution is too drastic. Simply returning to a PPV calendar of Royal Rumble, WrestleMania, SummerSlam and Survivor Series (known, as I'm sure many of you are aware, as the Big Four) would not work in the modern WWE environment. The company and its shareholders would be concerned of it being construed as a sign of weakness. They would not be inclined to say goodbye to their extra income either, no matter the long term benefits to the product.
 
The best thing WWE could do is change the formula of their B shows. The majority of them attract such low numbers (by the standards of previous years at least) that a little experimentation couldn't really do much harm. Even if numbers did dip at first they could pick up once the new approach became established.
 
The new approach should be designed to focus on younger talent and allowing them to establish themselves with fans. As such the whole concept of gimmick pay-per-views should be abolished (something I've written about before). Not only would doing away with shows such as Hell in a Cell, Elimination Chamber and Extreme Rules create more freedom when planning shows it would also make the gimmicks more meaningful and impactful when they’re used in the future.

An alternative is to cut back on the number of shows but not by such a drastic amount. Ten supershows would be a good trial. It would allow for a show once every five weeks, not a huge change to the current schedule but enough of an alteration to provide the writers with the required change.
 
Whatever happens the Big Four should be the backbone of the promotion's pay-per-view output. The biggest matches featuring the biggest names should be held off only for those shows. We've seen this approach a little already this year. Triple H v Brock Lesnar was saved as the headline attraction of SummerSlam and 'The Game' also clashing with The Undertaker at WrestleMania. It looks like it will continue next year too, with The Rock already confirmed for a Rumble match and appearances from Lesnar, 'Taker, Triple H and 'The Great One' looking likely for 'Mania too.
 
Hyping these names for the larger shows relentlessly in order to drum up as many buys as possible would be ideal (something WWE does very well anyway). These shows should also feature as many regular main event wrestlers as possible. The CM Punks, John Cenas and Randy Ortons should be on all of these events, with storylines stretching between each of the bigger instalments featuring these big names.
 
The B level events, which are basically any non-Big Four pay-per-view, should be used to further feuds and programmes for the bigger events. Like RAW but with more emphasis on matches than skits. These shows are the perfect place to give underexposed members of the roster a chance to make their mark or put together a match you wouldn't usually see on a PPV. Tag matches fusing two singles feuds would be ideal for the main event or semi-final spots on these shows. To take current storylines as an example a bout pitting CM Punk and Big Show against Sheamus and Ryback would feel logical and different and would keep both programmes alive without wearing them out.
 
Something else WWE should try with these events is not relying so much on their core stock of headliners. Leaving Orton or Cena off a show allows the likes of Wade Barrett and The Miz more ring time. To go back to the Sheamus v Big Show example: it would be easy to book 'Great White' in a supershow outing against Barrett with Show on commentary. 'The World's Largest Athlete' could get involved towards the finish, giving Barrett a win and keeping the rivalry going.
 
Things are a little different for TNA. While they have gotten their act together this year and presented a far more logical product it's still not a company that has so much going on that a monthly pay-per-view is an absolute necessity. Rejigging things so that a supershow will be broadcast every five weeks (for ten pay-per-views a year) or two months (for six) will be in their best interest. It will allow the company time to concentrate on pushing the right talent, cultivating its own new flock of stars (instead of robbing them from elsewhere) and pacing storylines correctly.

Monthly pay-per-views are no longer viable. The sooner that’s accepted the better.

The Way Out (of a Tight Spot)

Last weekend was not a good one for WWE.
 
First it was confirmed that tag team champion R-Truth has suffered a broken foot and will be unable to compete for the immediate future. That's the same problem keeping Kofi Kingston's last tag team partner, Evan Bourne, on the sidelines. Is KK cursed?
 
That was followed by the news that Alberto Del Rio may have suffered a concussion at the June 5^th SmackDown taping and be unable to participate in his scheduled World Heavyweight title match at No Way Out. That potentially leaves leaves current gold-holder Sheamus without anyone to face.
 
Sunday's No Way Out pay-per-view was already restricted by the lack of Randy Orton and Chris Jericho (who were scheduled to clash in a singles outing). Losing Del Rio is a further blow to an already bedraggled lineup.
 
At least they still have Big Show v John Cena. Phew!
 
While R-Truth didn't have a match announced for No Way Out there's a very strong chance something would have been set up on this week's TV shows. The company routinely relies on the tag champs to fill up the undercard and considering the lack of big names at the booking team's disposal I would have been surprised if 'The Suntan Super Man' (along with Kofi Kingston) hadn't been given something to do.
 
The fact that ADR has to sit the show out is a greater concern because he had a match announced. WWE have been preparing a proper feud between Sheamus and Del Rio for a couple of months which makes this news even more irritating for the organisation: they must continue to wait before promoting Sheamus v Del Rio one-on-one on pay-per-view. That was to be one of the key matches of the show and the company now has to scrabble to find something suitable to replace it.
 
Fortunately neither problem is insurmountable. In fact it's an opportunity for the promotion to surprise its audience and give new talent a chance to shine.
 
Truth's injury is mainly a problem because he's recognised as a champion. WWE do not rely on him to shift merchandise or carry big feuds, he's just there to produce mid-card matches that keep the audience happy until more important performers comes along. As such it's not too difficult to find a replacement for him.
 
Sin Cara is an option: putting him in a tag team decreases his in-ring time without decreasing his standing in the organisation, and his style would mesh well with Kofi's. Personally I'd give the spot to Zack Ryder as I believe he's more over, has more potential to become a big star and would find greater chemistry with Kofi.
 
The simplest solution is to have Kingston cut a promo on RAW acknowledging Truth's injury before announcing Ryder (or whoever) as his new tag team championship partner. Follow that up with them winning a match against one of WWE's handful of other units (Hunico and Camacho would be my choice) only to get attacked afterwards by Epico and Primo. Have Abraham Washington declare that the former champs are (finally) ready to have their contractually obligated rematch at No Way Out and there's a decent mid-card bout with a reason for happening booked and ready to go.

Zack Ryder would make a good tag team partner for Kofi Kingston

 
Finding a new challenger for Sheamus may at first seems difficult but the obvious thing to do is hold a number one contenders battle royal on SmackDown and have Dolph Ziggler win. This approach could also be used to elevate a new babyface star by having them survive continual elimination attempts and being the final man thrown out by 'The Show Off.' Justin Gabriel or Tyson Kidd would be the ideal candidates but Derrick Bateman or possible even a newcomer from FCW could work too.
 
Ziggler has warranted a higher position on the card for a while now and this is the perfect way to give it to him. He's talented enough to leave the option open for a title switch on the big night, though I think that would be ill-advised. 'Great White' needs a lengthy run as champion if he is to become the top face WWE want him to be. He has more potential opponents as champion than does 'The Heel.' He needs the belt until at least SummerSlam if I'm any judge. Ziggler or ADR should be used to relieve him of the it only when the time is right.
 
If WWE were to take this approach I think No Way Out would be a solid show. If Del Rio does end up missing the card I truly hope Ziggler gets to replace him. He's WWE's best bet for a new headline bad guy right now.

Going Solo

To continue with my theme of the last week or so (see here and here) this blog will be about how WWE can create new stars. This is something that all three of North America’s major promotions needs to do but aren’t. Whether it’s because they don’t know how to connect with a modern wrestling audience, feel that continuing to rely on stars from the 80s and 90s is the way to go, have forgotten how to or are too preoccupied with shoving Twitter down the throats of viewers doesn’t matter. New stars are always going to be a necessity for the wrestling business in general and the success of individual promotions in particular.

I’ve suggested many ways for WWE (as well as TNA and Ring of Honor for that matter) to elevate stars before. I’ve mentioned highlighting tag teams, dedicating time to developmental leagues, reintroducing factions and stables, putting underutilised talent in feuds with established stars, giving rising stars an opportunity to work in the currently forgettable plethora of pay-per-view undercard bouts, rebuilding battered mid-cards and various other methods. Any of these ideas could be implemented by WWE, TNA or ROH tomorrow. Nothing I’ve ever suggested would be difficult to achieve and in most cases wouldn’t cost anything.

Today I’m suggesting that WWE re-establish the Brand Extension™. While this would mean WWE would be unable to load their two tops shows with big name stars, something they’ve been doing since last year by having SmackDown talent appear on RAW and intend to take a step further this summer by having John Cena and CM Punk appear on SmackDown, it would necessitate a greater concentration on mid-card talent. That’s exactly what the company needs.

At this point the feuds between established main eventers should not be a priority. Wrestlers like CM Punk, Daniel Bryan and John Cena have been headlining for long enough to know what they need to do to get their feuds over. Greater attention should only be paid to their programmes when they’re squaring off with someone lower on the roster. I’m not saying they need to be ignored completely but they can be left to their own devices and relied upon to cut promos that will encourage pay-per-view buys while the scripting team gives more of their time to the undercard talent.

Both RAW and SmackDown would need to be given a roughly equal number of established stars. SmackDown could perhaps do with slightly more due to its lower ratings. My logic there is that RAW is performing better ratings-wise and would continue to do so if it happened to lose one or two of its current stars. As it’s the flagship show it will always receive more attention from the writers and that means if there’s a drive to create new stars RAW will receive some first. Giving the blue brand a few more established names would give people a reason to tune in to the less popular show while the star building process gets underway.

Each show having its own cadre of main event talent would give each show some stars to help with this building process. A main event talent like CM Punk could help bring an upper mid-card guy like Cody Rhodes up to his level or help to give a newcomer to the roster a strong and meaningful introduction. In the first instance, once Cody Rhodes (or whoever else had been elevated) was established he could help build someone else up too. The key would be to have a plan of action to create as many mid-card talents as quickly as possible and promote one or two existing mid-carders to the main event.

Wade Barrett would be an ideal candidate for promotion to the main event

As part of this I’d advocate a return to single-brand pay-per-views. WWE’s second tier shows are currently doing awful numbers. Elimination Chamber (which took place during WWE’s peak period between the Royal Rumble and WrestleMania) attracted a dismal 173,000 buys. I can’t imagine it would have performed any worse had WWE only utilised wrestlers from one of its two brands.

Early estimates are that Extreme Rules drew around 251,000 buys. Considering that show featured Brock Lesnar’s first WWE match in over eight years and was the first pay-per-view after the enormously successful WrestleMania XXVIII that number could be viewed as a disappointment. The build to Lesnar v Cena was handled well on television and the match was booked perfectly. WWE could not have handled that match better and yet they still only attracted a quarter of a million viewers. Perhaps if the undercard had featured a few more intriguing matches viewers may have been inclined to splash out and watch. Giving audiences more reasons to watch can’t be a bad thing.

I think six single brand pay-per-views a year would be a good approach. Leave Royal Rumble and WrestleMania (along with whatever event is promoted in February) as duel brand shows as that’s the company’s busiest period and so it makes sense to not place unnecessary restrictions on the booking process. SummerSlam and Survivor Series make sense as duel brand shows due to their placement on the calendar and their status as Big Four shows, while Money in the Bank would be an ideal sixth double roster showcase thanks to its central gimmick. This approach would mean fans are never more than three months away from what could, if WWE got their act together, be promoted as a mega-show.

The other events on the calendar should be split equally between RAW and SmackDown. This approach would necessitate a greater emphasis on creating new stars to fill up the undercards of the single brand shows which would in time mean WWE has a larger roster of bankable stars.

Another good point of this approach would be that viewers would gain more clarity regarding feuds. At the moment feuds from the Friday night show are regularly advanced on Monday nights and occasionally the reverse will happen. That puts those who can, or choose to, only watch one show at a disadvantage.

Viewers should be able to watch just one show on a weekly basis and see a feud through from beginning to end. If they watch both shows that’s great, but mixing feuds across shows is not a viewer-friendly exercise. With ratings low WWE needs to do everything it can to make people tune in routinely and if they know they’re going to see logical storylines continuing at a realistic pace they’re more likely to do that.

Re-establishing the roster split may not be a quick process but in the long run it would benefit WWE. If they stuck at it then in a year’s time there would be a greater number of established stars on the roster than there are now. That, as I’ve said before and will likely say again, will never be a bad thing.

Sixty Days Without Orton

Last week WWE announced the suspension of Chris Jericho. This week they've announced the suspension of Randy Orton. While 'Y2J's' time off is linked to his behaviour at a house show 'The Viper' finds himself on the sidelines due to a violation of the company’s Wellness Policy.
 
This is Orton's third suspension during his WWE career but only the second that has been Wellness related. Previously he has served a thirty day suspension for smoking a banned substance backstage and a sixty day suspension due to incidents related to his anger management issues (which he has since overcome if you believe what he says in interviews). This now puts 'The Apex Predator' in the undesirable position of being one Wellness slip-up away from a future endeavour.
 
It also leaves WWE with a big gap to fill at the top of their next pay-per-view. Orton and Jericho had both been a part of the excellent four-way World Heavyweight title bout at Over The Limit and work had already begun on the plan to segue them into a one-on-one feud for No Way Out on June 17th. When it was announced Jericho was being suspended the silver lining was that somebody would get promoted for a supershow showdown with Orton. With both men suspended WWE finds itself lacking two established stars that could work with an upper mid-card talent and give them the rub.

Randy Orton is going to have lots of time for sitting down over the next two months

 
It's not all bad though. While an Orton v Jericho match would have been a nice addition to the PPV it hadn't had that much time dedicated to it, meaning the amount of effort that has been wasted is minimal. Furthermore WWE can always book the feud later in the year and there's now free time at No Way Out to give to some of the roster's fresh prospects. Coincidentally this is exactly what I discussed in my previous article (which you can read here).

WWE's team of writers have until Monday to concoct some entertaining and engrossing mid-card storylines to fill the next fortnight of television with. The Miz, Dolph Ziggler, Santino and Zack Ryder are all deserving of increased exposure and would benefit greatly from working in a feature pay-per-view bout. The tag team of Justin Gabriel and Tyson Kidd looked promising before 'There Werewolf of Cape Town' got injured, a match between them and Truth in Paradise (or whatever they're being called this week) would serve as an ideal pay-per-view opener. Meanwhile Antonio Cesaro, Damien Sandow and Ryback are all making steady progress establishing themselves in WWE and would receive a boost by having a match announced for a supershow.
 
Now is the perfect time to reward these men by giving them time to shine on a big show. The key is to give every match a little history so shows don't feel rushed and cobbled together.
 
Randy Orton made a foolish mistake. He's fortunate that he's in the position he's in: being one of WWE's few bankable stars he can afford to do things like this and suffer only light repercussions. If he were further down the roster he would risk having his push curtailed and perhaps even getting fired. As it is he will return to the same spot he's had for many years once he’s served his sixty days because WWE finds it so difficult to create stars of his level.
 
It's not fair and it's not right but that's the WWE system for you. Nothing will protect ‘The Viper’ in the future though. His next violation will be his last. Let's just hope he learns his lesson before both he and the company he works for pay the price.

What's Old is New

In the middle of the 90s the then-WWF launched their In Your House line of pay-per-views. The idea was that in the seven months of the year during which one of their Big Five pay-per-views (WrestleMania, the Royal Rumble, SummerSlam, Survivor Series and King of the Ring) wasn’t broadcast they would air a shorter, cheaper show featuring matches that would help advance storylines for the bigger events and capitalise on the success of Monday Night RAW.

As the promotion was only just beginning to get to grips with producing a monthly pay-per-view the cards were of unpredictable quality but something that stands out when you look back now is the variety of men who were thrown into prominent spots in order to fill up the show. This happened, of course, because the WWF was struggling to create top line talent.

Sounds familiar yes?

The In Your House product of the 90s is similar to WWE’s pay-per-view product today. IYH shows usually guaranteed matches featuring the WWF champion and the Intercontinental champion while today we can usually expect bouts starring the WWE champ and the World Heavyweight champ. In a way the WHC has become WWE’s second tier title, replacing the once meaningful Intercontinental title.

WWE could learn something from its mid-90s approach to pay-per-view booking but the logo is best left in the past

In Your House cards generally featured a lot of random filler matches tossed together to fill time, also like WWE’s modern pay-per-view product. Let’s take the recent Over The Limit show as an example. While it was an enjoyable show four of its nine matches weren’t even advertised beforehand. If WWE is going to take this approach to its product I think they should really embrace the move and take some genuine risks when it comes to these filler bouts.

If shows are going to be built around two or three key matches then there’s no harm tinkering with the undercard is there? Give men like Ezekiel Jackson and Drew McIntyre feuds with established upper mid-card talent like The Miz or Dolph Ziggler, or even headliners like Randy Orton and Chris Jericho. Let Cody Rhodes wrestle the satisfying technical matches so many people are sure he’s capable of producing against the Yoshi Tatsus, Tyson Kidds and and Justin Gabriels of the roster.

Give this guy a pay-per-view match with Randy Orton and see if he can get over

The approach to the big matches featuring established stars shouldn’t change. They are what sells the shows. But there’s no harm in trying out different things and giving underutilised wrestlers a chance to succeed and make an impression. The regular pay-per-view roster could be thinned out a little in order to allow more young guys a chance to flourish. WWE’s buy rates for the secondary PPVs have been falling for years now. At this point they should be looking to the past and embracing their old approach rather than sticking with what has gotten them to this undesirable point in the first place.