CALDWELL'S TAKE CORNER CUBE THURSDAY 5/29 - Three moves for the WWE Draft Lottery involving MVP, JBL, and Punk May 29, 2008 - 5:52:37 PM

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Updated daily 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 Thursday, May 29, 2008

WWE will hit the reset button in about a month when they host the 2008 Draft to create new feuds and storylines. Then again, the line defining the brand split has been trampled over so many times that it's tough to tell what brand some folks call home. I'm still not sure what brand Finlay or Big Show belongs to.

In any event, WWE has another opportunity to at least clear up the brand allegiances during the Draft, while shifting the pieces around to create new PPV match-ups rather than booking the same old re-matches on PPV each month.

Each brand has a specific need going into next month. Raw needs help in the mid-card to bolster some of those "third and sixth" quarter-hour feuds. Smackdown needs babyface star power with a move to MyNet on the horizon. ECW just needs bodies. Preferably, fresh bodies with a pulse.

Here's how I would address the needs with my top pick for each brand. I want to hear from you as well on what moves would benefit WWE's brands. Star power? PPV match-ups? Title chase? Just something different? Hit the "Contact Us" link above and email me your thoughts. ...

Raw gets MVP. There's a belt around Chris Jericho's waist right now. WWE hasn't done anything with this belt, especially considering Jericho is currently feuding with Shawn Michaels, who hasn't shown an inkling of interest in challenging for the Intercontinental Title. The Jericho vs. Michaels feud has been great, but the belt has looked more like dead weight or - gasp! - a prop rather than the second-most coveted prize on Raw.

Bringing in MVP to feud against Jericho for the title would immediately re-establish the significance of the belt. MVP would give Raw a much-needed boost to the mid-card with his ability to talk and work a lengthy TV match. Umaga is currently in that role of mid-card heel who can work, but I expect Umaga to move elsewhere during the Draft. MVP would be a nice fit taking his persona up a notch on the flagship show.

Smackdown gets C.M. Punk. For nearly two years, Punk has been the face of ECW on Tuesday nights. It's time for him to spread his wings, especially with a Money in the Bank briefcase to use at some point in the next eight months. If the pieces fall into place with Edge re-capturing the World Hvt. Title on Sunday, then Smackdown will need a fresh babyface to feud against Edge. WWE planted seeds for this a few weeks ago when Punk had a verbal exchange against Edge and Vickie, then he followed it up with an outstanding TV match against Edge.

When Rey Mysterio comes back and if Matt Hardy stays on Smackdown, then Friday night would have a solid one-two-three punch. It will be important for WWE to establish marketable and likeable wrestlers in the next three months before Smackdown moves to MyNet this fall. Punk would fit right into that mix.

ECW gets JBL. WWE needs someone to talk viewers into watching Sci-Fi on Tuesday nights. And they need someone to match-up against Kane for the ECW Title. Based on the show two days ago, Big Show is currently slotted for that position, but I don't see Show as a long-term solution. I'm still holding onto the post-Mania sentiment that Show could be a top act for this company and ECW isn't exactly the place to cultivate that drawing power.

JBL is the right man for the job as ECW's lead heel. He has some career options in front of him with a business to run and his analyst spot at FOX News, so unless he drops wrestling from his busy schedule in the near future, then becoming the big fish in the small pond on ECW could be in his best wrestling interest. On Raw, his talents are underutilized with a crowded top tier, while ECW needs someone to fire up the audience to tune in each week. JBL could make a difference on Tuesday nights, just like he did on Friday nights sitting next to Michael Cole.

***

Updated Tuesday, May 27, 2008

Some people can get through ECW TV in 15 minutes. Some people don't even bother to spend 15 minutes on ECW. So, as a public service to those of you who picked Spurs vs. Lakers tonight, here's what you need to know from ECW TV.

- Mike Adamle is improving, but he's still not there. The past few weeks of ECW TV have been so lifeless and listless that Adamle was able to sleepwalk through repeat matches and endless video packages. Suddenly, there was excitement and action and drama and suspense and counters and reversals in the C.M. Punk vs. Chavo Guerrero match.

Adamle failed at this exercise in calling a match where the wrestlers raised the bar. Instead, he became a mere spectator while the action passed him by. Adamle has survived six weeks while showing very noticeable signs of improvement, but for the once-every-two-weeks ECW TV match that surpasses two stars, Adamle isn't ready for prime time just yet. Maybe next month.

- Big Show eats smaller ECW wrestlers for dinner.

- A little hard-way blood raises the excitement level a tad more. There was a little more fire in Kofi Kingston's eyes this week. Maybe that translated into being over-aggressive when he potatoed Mike Knox in the eye with a forearm smash. If this were baseball, that would cost him a few hundred bucks in kangaroo court.

But, for purposes of creating a more-dramatic TV moment, Kofi stepped up. The post-match brawl with Shelton Benjamin was well-done, and Knox getting the final word left Kofi hungry for another chance to prove himself next week. Smart TV writing, aided by the sight of blood.

- The WWE tag team champions of The Miz & John Morrison should have a permanent seat at the commentary position when they're not defending the tag titles. Simply tossing them into a handicap match against Kane did nothing for nobody. (Excuse the double negative, but it's doubly negative when the tag champs are booked in these handicap situations.)

The main event handicap match was a mere bridge to the post-match house-cleaning from Big Show to set up the giant vs. giant stare down, but Miz & Morrison had no business being thrown under the bridge. WWE's idea of protecting the mid-card is giving them a "Slam of the Week" lead-in intro, which is why people tune out in the middle of Raw, ECW, and Smackdown when the wrestlers who have the stain of unimportance appear on TV.

***

Updated Monday, May 26, 2008

So, Vince McMahon decided the best way to spice up the flagship show on Monday night was to commit to a long-term investment in building up a solid mid-card, develop some new personalities to rotate into main event PPV matches, and deliver quality wrestling content featuring the younger stars who hope to be at the level of Shawn Michaels and Chris Jericho one day.

What's that? You're saying I was watching the wrong show? Oops.

As it turns out, WWE announced to the world they have reached a desperation point where not only will they have a Draft Lottery in four weeks to muddy the brand split even more, but they'll also give away money with an idea they haven't even thought through yet. As Vince said, he needs to think through the logistics of how to buy ratings.

I'm picturing the In Your House PPV house giveaway meets Wheel of Fortune's wheel watchers program. Maybe during each week's throwaway tag team match, there will be a secret code revealed on the screen and the first person to log-on to WWE.com, sit through a 30-second ad for Jack in the Box, and enter the secret code will win an opportunity to enter a raffle for said sum of money.

Hopefully WWE has given preliminary thought as to how the weekly giveaway to encourage more consistent viewership will trickle down into increasing revenue for their business segments. How will the giveaway sell a PPV? How will it sell house show tickets? How will it sell merchandise on WWE's website?

Based on how this week's Raw ended, WWE hasn't thought through the sell-a-PPV part. Fewer people watch the opening segment of Raw than the final segment of Raw, and the opening segment contained the best hard-sell of the entire show.

The rest of the show was TV storyline-heavy with WWE booking a PPV re-match from just eight days ago to remind potential customers that whatever they pay $40 for this coming Sunday will probably be repeated on free TV shortly thereafter.

And the final segment had nothing to do with selling a PPV. After the announcers ran down a PPV card with matches based on how much these men hate each other, all of the wrestlers appeared on stage to send a not-to-subtle message to viewers that these people really don't hate each other that much.

At the end of the day, McMahon's announcement was a classic case of desperation. When the wrestling business has pulled out every trick in the book to pop ratings and drum up interest in the product, the only hope is to over-promise and hope the audience doesn't mind or quickly forgets when you under deliver.

McMahon's announcement was best accentuated by Sign Guy, who simply looked befuddled and bewildered. For the viewing audience, there was probably a significant amount of eye-rolling at yet another "first-time-ever" announcement that was more sizzle than steak.

We'll see how this plays out, but this reeks of yet another example of WWE unwilling to stay patient with an underdeveloped mid-card to fill in those important third and sixth quarter hour slots to keep viewers tuned into the show.

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