By James Caldwell, PWTorch columnist

Broadcasting & Cable published a report on WWE's new Kids initiative to attract younger viewers to WWE programming. The launch of the WWE Kids Magazine and wwekids.com is aimed at the 2.8 million kids aged 6 and above who watch WWE programming each week.

The number of young viewers who watch WWE programming is responsible for WWE pushing for its programming to be rated PG rather than the TV14 rating that was a staple of the Monday Night Wars era. WWE claims its wwekids.com website has plenty of "age-appropriate" features and content to get younger fans interested in the WWE product.

- B&C story link.

Caldwell's Analysis: They key to most things in life involving kids is adult supervision. The other day, I saw a video story from a local Utah affiliate on an MVP autograph signing. It was one of those stories with the standard, classic, canned interview questions such as "who's your favorite wrestler?" and "do you think you could take MVP?" that you store in the back of your mind for a later day.

One of the kids they interviewed just about said he emulates the moves he sees on TV every Friday night, but he added that he wrestles with his dad. Fortunately, there was adult supervision involved in the kid's Friday night wrestling, but there are plenty of other times when that is not the case and serious injuries occur. If WWE is picking up nearly 3.0 million viewers in the 6-12 age group, there needs to be more effort from WWE to reach the parents, not necessarily the kids, on what they're exposed to.

With WWE, it will always be a touchy subject on where personal responsibility comes into play, are the adults supervising?, should WWE tone down its product even more?, etc., but WWE has corporate responsibility as a publicly-traded company to reach out to parents proactively and not take a passive approach of just reacting when another kid-injured-emulating-WWE story comes up.

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