CALDWELL'S TAKE CORNER CUBE TUESDAY 2/26: WWE' opportunity at MyNet is network TV leverage Feb 26, 2008 - 10:22:50 AM

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By James Caldwell, Torch columnist

Updated throughout the day from the corner cubicle, Torch columnist James Caldwell's weekday blog focuses on hot topic current events and other items of interest from around wrestling.

Updated Tuesday, February 26

At first blush, the news of WWE signing with MyNetworkTV to be the broadcast home of Smackdown starting in September looks like a step down for WWE. They're going from the fifth broadcast network, CW, which combined the winners of the UPN and WB merger, to MyNetworkTV, which scraped together the networks that were left out in the cold.

It's one step back, but it could mean two steps forward. The opportunity here is for WWE to have a sense of ownership on a network that's looking for signature original content to build advertising deals and create excitement for the network.

CW was concerned about the lack of crossover viewership. Fans tuned in for Smackdown, but didn't tune in at other point during the week for the other programming. MyNet apparently isn't concerned about whether fans tune in for re-runs of "King of Queens" during Tuesday night prime time.

In this very early growth stage, MyNet is looking for a signature TV show they can build the network around. That gives WWE tremendous leverage, when the WWE brand name probably holds more value than the network they'll be airing on.

Based on what WWE executives said in the investor conference call two weeks ago, this move seemed like a foregone conclusion. They wanted to stay on broadcast television, and they probably weren't going to be able to swing a deal with one of the Big Four networks. That left the option of an initial step back to MyNet, but with the opportunity to have the Smackdown brand very closely tied to an upstart broadcast network.

A ratings drop off is a concern, but pro wrestling fans won't have much trouble finding the show. For instance, here in Houston, Smackdown aired on the former UPN affiliate on Channel 4 forever, then moved to Ch. 5 when it became the CW affiliate. Now, it's back to Ch. 4 in September. It won't be difficult for viewers to find the show after a week or so.

We won't be able to evaluate this deal until the fourth quarter of 2007, but the key is that WWE has leverage, and they have a home that wants WWE programming as its flagship show - even with the baggage that WWE brings with their brand of entertainment that's often perceived as low-brow and just plain strange.

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Updated Monday, February 25

Mayweather press conference thoughts

I've determined I'm never eating at Jack in the Box again after sitting through the same JitB commercial for 30 minutes waiting for WWE to stream the Mayweather press conference on their website. That aside, it's clear that Mayweather is the heel in the program against Big Show unless it's strictly a pro-De La Hoya and anti-Mayweather thing in Los Angeles.

But, Mayweather is a natural heel, so I believe the best dynamic here is to keep Mayweather cocky and arrogant, while keeping Big Show tough and the aggressor. Even with Rey Mysterio by his side, Mayweather created his own heel wrestling persona at this press conference by flashing dollar bills and flaunting that he's got money, mansions, cars, and girls.

Whether or not fans in different markets boo or cheer him isn't a big deal, as long as there is interest. That said, Mayweather probably won't make too many more live appearances between now and Mania. It doesn't make sense to keep giving him away on free TV, which will cut into the mystique of seeing him wrestle in the ring.

Some training videos and video packages working with Rey Mysterio would serve as much better build-up going forward than setting in motion the law of diminishing returns following his No Way Out appearance and appearance on Raw last week.

It will be interesting to see if mainstream interest picks up going forward. This is the biggest star in boxing mixing it up in a wrestling ring. Shane McMahon hyped the match as Mayweather risking big PPV dollars down the road by getting involved with wrestling and accepting a match against the much-larger Big Show. We'll see if WWE blurring the line on the reality of the match is marketable to mainstream audiences. That's the next interesting part of this story to follow.

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