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McMahon: Let's imagine
a WWE network

New channel would be based on classic content

By Toni Fitzgerald
Aug 25, 2009

Talk about burying the lead.

Yesterday the Los Angeles Times ran a long feature on the evolution of the WWE, focusing on how Vince McMahon’s sports entertainment company has become more family friendly.

Near the end, the story noted that the WWE’s next move will be to launch a network.

The surprising revelation has sparked lots of follow-up stories in other publications today, as people try to parse what an all-WWE channel would mean for cable and for the organization’s current partners, scattered across broadcast and cable.

Of course as always the question with McMahon is how much is just his usual self-promotional blather. Still, a WWE network, however far off in the future, is an intriguing prospect.

The organization is immensely popular, drawing thousands of fans to exhibitions and making millions off of pay-per-view events.

McMahon indicated that a new channel would not impact the WWE’s multi-million-dollar deal with USA Network, which carries “Monday Night Raw.”

The WWE is entering its second year of an agreement with MyNetworkTV, which succeeded the CW as the broadcast home of wrestling. And WWE programming also runs on WGN America, Telemundo, mun2 and Syfy.

Instead of cannibalizing that programming, McMahon suggested that a new channel would act as a complement. The network would rely partly on library material of older episodes, featuring now-retired grapplers like Hulk Hogan and The Rock.

“Raw” has seen its clout increase over recent years, with viewership hovering around 5.5 million total viewers this season and publicists eager to get their clients on the program in an era of declining ratings for more traditional late-night and early-morning venues.

In recent months, “Raw” has attracted stars including LeBron James, Jeremy Piven and Donald Trump for guest bits.

Meanwhile, “Friday Night Smackdown” has helped MNTV’s ratings increase compared to the previous year for every single week this season.

Toni Fitzgerald is a staff writer for Media Life.	© 2009 Media Life Magazine

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