By Richard Gardner, Torch specialist

WWE needs to make changes in the face of declining PPV buys and increased competition from UFC, against the backdrop of a global recession, and has initiated its biggest change to their Pay-Per-View schedule since moving to a monthly model in 1995. Names such as Wild Card, Fatal Four Way, and Money in the Bank have succeeded established events such as Survivor Series and Backlash.

It’s quite ironic that WWE is moving to concept events, such as TLC in December and Elimination Chamber next week, yet are neglecting or killing off their established Pay-Per-View brands. The King of the Ring was killed off in 2003 - its tournament format judged to be passe. The Royal Rumble remains a strong and exciting PPV concept, but there was less emphasis on the Royal Rumble match this year, which lasted less than 50 minutes. Then, earlier this month, Vince McMahon announced that Survivor Series would be discontinued.

Granted, the 2009 Survivor Series drew an appalling amount of purchases, but WWE did little to persuade their audience they should buy the event. The main event, a triple threat match between John Cena, Shawn Michaels, and Triple H, was given a pathetic comedy storyline that centered on the involvement of Hornswoggle. The wrestlers were scripted not take the Survivor Series match seriously, so neither did the fans.

Of course, the strength of the Survivor Series brand was damaged many years ago when Hulk Hogan defended his WWF title against The Undertaker at the event. Having singles matches on the event that had been traditionally sold for its unique elimination tag team matches watered down the Survivor Series concept. Subsequent years saw decreasing emphasis on the tag matches, and the Survivor Series identity has suffered as a result to the point where it had become similar to the rest of the events on the WWE's PPV calendar.

That’s not to say that a change is not warranted. Declining domestic buys suggest that a review of the PPV model is long overdue, but the ideas for replacements are less than inspiring. WWE promotes a number of Four Way matches all year round, so it is difficult to see how they will be able to draw buys for a PPV based on the concept.

The Money in the Bank ladder match has been a successful part of WrestleMania for several years now, and while many people will be sad to see it disappear from the card, it is questionable whether the match drew many extra buys for a PPV that is sold on big title matches and the WrestleMania name. But whether it will draw as the focus of a PPV is also questionable, and if WWE opts to promote three different Money in the Bank matches on the event, it could devalue the gimmick rather quickly.

The decision to reduce the number of PPVs from thirteen to twelve is a welcome change, particularly in the face of increased competition from UFC. The schedule is still intense and leaves little time for storylines to play out, particularly as WWE devotes much of its airtime to segments that do not promote PPVs. A drop to eight events would have been better, as it would have allowed more time to build better stories, but this would be difficult to justify to shareholders.

The declining interest in WWE pay events can be partially attributed to prevailing economic conditions, as well as increased competition from UFC, but WWE has been doing less than ever before to promote their events as essential purchases. Whether it be giving big matches away on free television or focusing upon comedy and guest hosts instead of issues between wrestlers, the methods that WWE uses to sell their PPVs are flawed, and the failed build for the Survivor Series was a microcosm of this.

WWE does need to shake up the way in which it does business, but the names of their PPVs is hardly the problem. Vince McMahon is sticking his head in the sand if he truly believes that it is.

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