By Wade Keller, PWTorch editor

WWE Rated PG

STAMFORD, Conn., July 28, 2008 - In recognition of WWE’s family friendly programming, all of its network distributors (NBC, USA Network, SCI FI Channel, CW) now rate WWE’s weekly individual programs as PG.

WWE–produced television has long been thought of as family programming. It’s not uncommon for multiple family members across generations to enjoy the fun-filled excitement of World Wrestling Entertainment.

WWE RAW seen on USA Network, has produced more primetime episodes than any other weekly episodic television series in history, and continues to be the most highly rated weekly series on cable television. WWE’s popular SmackDown®, currently on the CW Network on Fridays at 8:00 p.m. EST, moves to MyNetworkTV in the same time slot on October 3. WWE’s ECW® is seen on the SCI FI Channel on Tuesdays at 10:00 p.m. EST (moving to 9:00 pm EST on September 30). These top-rated WWE programs attract nearly 15 million fans per week in the United States. This PG environment, as rated by the respective networks, is also consistent with WWE’s own self-regulation of its website (wwe.com), all other digital assets, and publications. WWE television programming can be seen in 130 countries and is translated into 23 languages.

Keller's Analysis: This will be a story to watch to see what changes are made in the content. I assume no more attempted vehicular homicide. I assume no more blood and stiff chairshots. I assume no more objectifying women as sexual objects. I assume softer language on promos. I assume no more racial stereotypes. WWE's p.r. campaign back in the early-'90s referred to WWE as "wholesome family entertainment." It was repeated ad nauseum back in the day. That was when Doink the Clown epitomized the era, and it wasn't one of WWE's more successful campaigns. The idea that pro wrestling - where angry grown men settle grudges by beating each other up - is a family-friendly product that should be aimed at kids is a tough tight rope to walk. It can be done, but whether it's the best approach for the older male target demographic, or whether they'll lose more than they gain, is the risk inherent in this approach.

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