It may not make a whole lot of sense to have Shane McMahon at the helm of Raw, considering his death-defying loss to The Undertaker at the Showcase of the Immortals, but seeing someone new in charge of Monday nights has been refreshing. Additionally, seeing faces like Apollo Crews, Baron Corbin, Enzo and Cass, and the Vaudevillains come up from NXT has injected some fresh blood into a tired roster.
No longer are we looking at the clock and struggling to stay awake during the weekly three-hour marathon. Instead, we find ourselves doing something we haven't done in over a decade: wanting more.
The ratings may tell another story, but for hardcore wrestling fans, this is the most exciting time to be a fan since the Attitude Era. Wanna keep those fans? Here's a few things WWE can do to make sure fans continue to tune in every week, bring old fans back, and--most importantly--get a whole new generation of fans interested.
I DON'T NEED YOUR AUTHORITY
This one should be fairly obvious, considering the insane reaction Shane McMahon received upon his return, but there are several layers to this I want to explore.
First and foremost is the fact that Triple H has gone from being "The Cerebral Assassin" to the "Father of NXT". This has made him popular with even the most jaded wresting fan: Triple H is saving professional wrestling from the swamp that has been Vince McMahon's era of PG-rated sports-entertainment. And yet, every Monday night, fans are expected to boo Triple H because he's "The Authority."
With few exceptions, fans have been able to predict every episode of Raw helmed by The Authority. Traditionally, we start with a 15-20 minute promo by Triple H or Stephanie talking about how Roman Reigns is somehow good but not good enough, or how Seth Rollins is the greatest WWE World Heavyweight Champion of all time. Unfortunately, starting the show with these two characters makes them the focal point of the show: even more important than the WWE Champion himself, and that should never be the case.
Second is the very idea of a heel authority figure. WWE has been playing this card for the better part of the last 20 years or so, and it's simply played out. From Vince McMahon, to Eric Bischoff, to Vicki Guerrero, to John Laurintaitis, to Triple H and Stephanie, this angle has been beaten to death more times than Mick Foley. It's time to put this to rest. It doesn't draw money, it's not intriguing, it does nothing but annoy the fans.
Another problem with the traditional "authority" figure (specifically a heel), is that it tends to devalue what happens in the ring. Rather than have wrestlers go out and succeed or fail on their own, we've entered into an era of a mutually understood code that if a wrestler isn't getting over, it's because whoever's in power doesn't want him to get over, and any wrestler that succeeds is succeeding because he's "overcome" the adversity of "the powers that be". This is completely backwards: the focus should be on the talent themselves, not the backstage politicking. WWE may like to use that as a scapegoat, but it's a little less funny when you realize that the only reason they make fun of it so much is because they know it's always happening.
If WWE insists on having an "authority" figure (i.e., Commissioner, General Manager, etc.), they should do exactly what Shane McMahon has done these past few weeks: appear in quick segments backstage to make matches. In-ring promos should be few and far between, and only in dire circumstances where resolution is needed immediately. Overexposure is a dire problem for WWE right now, and they can keep their talent feeling "special" by limiting how much time they spend in front of the camera. No more Triple H opening and closing the show. Give us a General Manager that is rarely seen, but flexes enough power to remind everyone who's in charge.
Ring of Honor is one organization doing a great job with Nigel McGuinness as their "authority" figure. The man is always present, but rarely has cause to step out and demonstrate his power, so when it happens, it's a big deal. Do the same with the McMahons, but do it sparingly so we can get back to what we're all tuning in to see: the wrestling.
TAKE A LITTLE OFF THE TOP
I remember being about 14 years old and watching Raw go off the air, only to turn to my brothers and say, "God, I wish this show was longer!" Those two magical hours between 9:00 and 11:15 are some of the most exciting memories I have. At some point, every fan has dreamed of a Raw that was three hours long. WWE even teased this with their ever more frequent "three hours special editions" of Raw.
I'm sure it was the dollar signs that finally convinced Vince McMahon to take the inevitable plunge and tac on another hour to his flagship broadcast, but sometimes wishing for something is a lot better than actually getting it, and that is certainly the case with Raw.
There are some tremendous upsides to a three-hour Raw, and not all of it has to do with the increased cash flow. Does anybody really think we'd be getting 20 minute matches between the likes of Sami Zayn, Kevin Owens, and AJ Styles if Raw were only two hours long? Does anybody really think The New Day would have gotten themselves over if their segments were cut short because they only have so much TV time?
Hardcore wrestling fans may not having a problem staying tuned for three hours, but casual fans will find one episode of Raw is enough to satiate their wrestling appetite for a week or more. Why tune in to another two hours of Smackdown, an hour of NXT, or a pay-per-view, not to mention anything on the WWE Network?
WWE prides itself on being at the forefront when it comes to social media and original content. I'm not going to say they don't do an amazing job, but they seem to forget that fans have options. This is not 1995. The TV is no longer the go-to "idiot box" of choice. When I'm watching Raw, I usually have my iPhone and iPad close by so I can follow shows like Busted Open and talk with other fans about what's happening.
But that's me, and we're talking about three hours in a generation with the shortest attention span in history. If you don't give fans a reason to stay glued to your product, there are hundreds, if not thousands of alternatives at their fingertips. Not enjoying Raw? How about queueing up The Walking Dead on Netflix, or do a little shopping on Amazon? Whip out your phone and play a quick game of your choice.
Or worse: change the channel.
NXT is consistently my favorite weekly wrestling program. It's short, easy to digest, and features different superstars every week. Fans are flocking to NXT for their wrestling fix, and some will end up forsaking Raw and Smackdown altogether if what they're getting every Monday and Thursday doesn't satisfy.
Despite the quality of Raw increasing, ratings have continued to slip. As they do, it will most likely force advertisers to stop investing in the show, which will, in turn, force Raw back to two hours. The next time Vince McMahon renews his contract with USA Network, he'll have to try and convince them that ratings don't matter if he wants to keep raking the same cash for his cow. He could always threaten to move Raw to make it a WWE Network exclusive, but he'd essentially be cutting 2/3 of his audience, since WWE has been struggling to break even the 2 million mark for their over-the-top streaming service.
NXT! NXT! NXT!
This is a no-brainer, and I'm surprised WWE hasn't done it yet.
Every Thursday on Smackdown, WWE recaps Raw, proving once again that Smackdown is the #2 show in WWE (when was the last time you saw a "Smackdown Rebound" on Raw?)
They should be doing the same thing every week with NXT.
WWE knows they have a hit in NXT, but the only glimpse we get of NXT is when someone from their roster moves up to Raw or Smackdown, and while that may spark a temporary interest in NXT, it does little to sustain it, since feuds superstars have had in NXT rarely carry over to the main roster (with the exception of the current Owens/Zayn angle).
Raw should feature a weekly 3-5 minute video package recapping that week's episode of NXT. This gets new faces on the roster, increases brand awareness, and--most importantly--drives people to the WWE Network.
WWE already does this to some extent: they have a good 2-minute or so commercial for the WWE Network that's basically a montage of various original programming there. That's great, but fans want action. Don't know who Asuka is? Show fans how she destroyed Cameron on NXT. Never heard of The Revival? Show them crushing their opponents for the NXT Tag Team Championship.
To say the Vaudevillains received a lukewarm welcome on the main roster is an understatement, and a disappointment. These two men continue to be one of the most over acts in NXT. Fans can recite their introduction from memory, much like Enzo and Cass. But the lack of awareness on the part of Raw and Smackdown's fanbases not only hurts the credibility of Aiden English and Simon Gotch, but speaks volumes as to how much of WWE's weekly fanbase has managed to elude subscribing to the WWE Network.
If anyone knows how to cross-promote, it's Vince McMahon. We could get in to all the reasons he's buried the NXT talent on his main roster, or why he seems to refuse to acknowledge that brand in general, but the bottom line is that Vince McMahon needs the WWE Network to succeed if Raw and Smackdown and his company in general are to survive. It's not enough to promise us the opportunity to relive our favorite memories (I think I've watched one old-school Raw on the Network in its entirety), you have to promise us something new. NXT is the fulfillment of that promise and is the perfect catalyst for new subscribers.
DIVERSITY = LONGEVITY
Perhaps the biggest issue with WWE right now is overexposure, and it's finally starting to show in a huge way.
The injury bug that has plagued WWE for much of the last year has been well documented, and while we could obviously look at these on a case-by-case basis, it would be naive to think there isn't an underlying theme to all of them.
We'll never really know the answers to these questions, but it's probably safe to say "yes" to most of them.
And all these people have one thing in common: in the weeks and months leading up to their injuries, they were featured on WWE programming at least once in a wrestling capacity every single week.
Use whatever reasoning you want, be it the five hours of weekly original programming to fill, or the ridiculously thin roster. In either case, these wrestlers were worked every single week, often times performing in similar or identical matches on both Raw and Smackdown. That's twice the toll taken on the human body, and eventually it failed them.
Overexposure is a problem in WWE. Seeing the same faces on every show leaves them feeling tired and washed out. Hearing the same promos on each show gets annoying and monotonous. It's hard to keep your WWE Champion feeling special when he's getting on TV six times a week. Why even bother with the WWE Network? I've seen enough already.
It also creates the problem of running out the tread on the tires before they even get going, and that can make a thin talent roster even thinner.
WWE has started to rectify this problem with the influx of NXT talent to the main roster, and if they're smart, they'll keep changing things up week by week so the talent isn't worn out before the next pay-per-view.
GOOD GUY GOODBYE
Okay, this is the big one.
We've heard it every week since Wrestlemania.
"I'm not a good guy. I'm not a bad guy. I'm just the guy."This is a step in the right direction for Roman Reigns, but it comes too little too late and WWE does too much to contradict it for it to be true. Also, the fact that it seems to be the only thing he's capable of saying doesn't help, either.
There's something to be said for those who believe the days of the true babyface and heel are dead. That's a product of the age we live in, and while it may be difficult to translate that into the world of wrestling, it's not impossible. Brock Lesnar versus The Undertaker was a fantastic feud that had fans questioning if a beast was worth cheering for or if they should boo a Deadman who resorted to dirty tactics. Characters like CM Punk and AJ Styles continue to succeed in the "grey area" between good and evil.
Each generation has had their heroes. In the 80's the hero was a virtuous powerhouse that used his ungodly strength to uphold truth and justice. In the 90's the hero was the everyman who went against the established order.
Who is the hero now, and how should WWE be establishing their heroes of this generation?
To this question, I ask another question: what are the most popular franchises in the world, right now?
Rather than do some research, I'm gonna throw out some names off the top of my head.
Marvel. The Walking Dead. Game of Thrones. Breaking Bad.
Okay. That's enough for now. I'm sure I've missed some, and keep in mind this is colored by my own choices for entertainment. Yours may vary. But let's examine these, shall we? We'll start by taking some of the most popular characters from each franchise.
Tony Stark - A billionaire playboy whose company once dealt in weapons. After being kidnapped and forced to build a missile, he returns to America to become the world-saving Iron Man.
Rick Grimes - A former police officer who awakes from a coma in post-apocalyptic America to find it overrun by living corpses. Trying to keep those close to him alive, he continues to sacrifice his own morals and humanity in the name of survival.
Tyrion Lannister - The silver-tongued dwarf son of the wealthiest man in the realm, he murders, lies, and steals his way through the twisted politics of his world. Along the way he also displays a surprising affection for his family and eventually pledges allegiance to a fledgling queen in hopes she will overthrow his tyrannical sister.
Walter White - Stricken with a fatal cancer, he quits his job as a mild-mannered school teacher and enlists the help of a former student to begin brewing crystal meth as a means to provide for his family after his death, eventually becoming the most feared and revered manufacturer in the world.
See the theme, here? It would be very easy to hate any of these characters at some point or other, but we cheer for them because they are not simply two-dimensional.
What WWE characters stand out in your mind?
"Stone Cold" Steve Austin - A guy who didn't fit in to the corporate structure, so he spent years beating up his boss. But does anybody remember when he saved the boss' daughter from The Undertaker?
Triple H - A guy who came into his own by snubbing authority. Now he is the authority.
CM Punk - An underdog who had to be a jerk to prove he was the best.
Daniel Bryan - The most likable guy in the last 10 years, but does anyone remember when he was parading around being a jerk to AJ Lee?
Roman Reigns can come out and tell people he's not a good guy, but when I see him crying over the WWE Championship or granting a Make-A-Wish, I have to assume I'm meant to sympathize, and I can't.
That's because each of these characters mentioned above has struggled: Tony Stark's imprisonment, the deaths of Rick's friends and family, Tyrion's deformity, Walter White's cancer.
Each of these struggles transformed the character into something new, but Reigns' struggle came late in the game when he had already been touted as someone important. It's a very backwards way of doing things, and WWE needs to fix that with the rest of their roster before moving forward.
This is again where NXT shines through: it provides the proving ground for our wrestlers to be come heroes and villains before they get to Raw or Smackdown.
The irony is that Vince McMahon claims WWE is competing with all forms of entertainment, but is it beating any of it? Is Vince even aware of the trend in entertainment right now? WWE has all the tools to compete, but it needs to tap in to its fanbase and the fanbases of other popular mediums before it can start to change in a way that will push the company forward instead of holding it back.
