By Chris Newth, PWTorch contributor

With SummerSlam only a couple of weeks away, WWE's most successful feud appears to once again fall within the Smackdown brand: Jeff Hardy vs. CM Punk vs. John Morrison. Although an Orton-Cena battle for the WWE Title could have a really compelling appeal, the Raw brand's current strategy of employing guest hosts to stir ratings can certainly overshadow—rather than emphasize—particular storylines.

Without harping too much on the guest host issue, I will say this: Raw doesn't have to sacrifice their storyline development the way they have been doing in order to continue the Raw guest host promotional idea. There do exist effective ways to both feature a special guest while also maintaining the same consistent effort in fueling their PPV rivalries in order to appease almost everyone.

The problem is that they are thinking too superficially. Just because a guest host only has one episode to make an impact doesn't mean that the events on that episode have to seem so short-term. This week's Jeremy Piven show unquestionably shouldered the promotional side of the equation, but it left some fans dissatisfied because instead of enhancing WWE talent, the celebrities were used to absorb the focus of the show.

WWE already proved that they can harness some significant narrative traction using the guest host without tarnishing their own stars. The best example so far has been the Ted DiBiase episode. On that night, Raw featured the characters of Cody Rhodes and Ted DiBiase, Jr. more than ever before. They got much-needed attention, and that spotlight allowed viewers to get a better idea of who they are. It was particularly helpful for Ted DiBiase, who was booked against WWE Champion Randy Orton that night and elevated on the roster in the process.

But with only a few weeks to SummerSlam, the main story coming out of Raw involved Jeremy Piven and his sidekick rather than the main event of the PPV. Orton and Cena may have great drawing potential; they may also arguably be the most powerful heel and babyface in the company (respectively), but their feud is suffering at the moment after continually being eclipsed by people who are made to seem more important and entertaining—whoever the guest host happens to be.

However, over on Smackdown, where WWE doesn't have to deal with that awkward showcase balance, a really intense new feud is emerging. I've covered the Punk-Hardy rivalry before, however, not only has it altered itself with Jeff Hardy's World Heavyweight Title win, but a new star might just be added to the mix.

The booking for this potential three-way feud has been handled very well. First they have the Punk-Hardy storyline culminate at Night of Champions, where a title change then takes place. Next they feature John Morrison, almost out of nowhere, receiving a World Title shot against Jeff Hardy so that viewers can get a better appreciation for his status as a main eventer. Now they have the traditional Punk-Hardy title rematch slated for this week to open up the possibility of a Triple Threat Match at SummerSlam.

WWE gave the Hardy-Morrison match ample time to push the perception of John Morrison as Hardy's equal. I'm not sure that they have given him quite enough time or ammunition yet in his babyface transition, but the crowds seem to cheer for him. It's almost surprising because other than being placed against heels on TV and schmoozing with other faces backstage (like when he hung out with Smackdown GM Teddy Long a few weeks ago) he hasn't really been firmly established as a babyface that most people want to root for. Perhaps last week changed that. His reputation for being a great athlete was never in question, but his strength as a good guy hasn't really been explored, nor has it been highlighted.

Overall, however, WWE is headlining Smackdown with three guys who truly are the future of the company, and the fans seem to crave it. Jeff Hardy is on fire, and CM Punk is carving an intriguing new heel character for himself to help fill the gap left behind with Edge's inauspicious injury. Meanwhile, they are pushing John Morrison up to share the spotlight and garner everything that comes with being in contention for the World Heavyweight Championship. Effective? I think so.



Comments? Suggestions? Thoughts on the storyline? Feel free to email me at newthtorch@hotmail.com

We suggest these recent related articles...

10/5 WWE Raw Hits & Misses: Natalya vs. Paige, Owens vs. Cara, Stephanie McMahon, Sasha Banks, Xavier Woods

COLLECTIBLES COLUMN: The History of Foam Hands in Pro Wrestling

9/28 WWE Raw Hits & Misses: Kane's Split Personality, Divas Revolution, Heyman & Big Show, Reigns vs. Wyatt