In the interest of the upcoming Wrestlemania season, please hear
my indulgence with regards WWE's revolutionary service that hasn't quite reached the Philippines yet. If I sound rather negative throughout, it’s not like I am saying that the WWE Network is not yet great
as it is currently but like every other disruptive service introduced just
recently (Think Paypal, Uber and Airbnb), their biggest advantage is to always
have room for growth while traditional outfits lose more edge. The same is true
for the Network.
It has
dislodged cable companies and their competing promotions just by being
introduced in 2014. However, despite being in existence for almost 2 years now,
it has not yet reached the climax. There are still many viable strategies (some
may border crazy!), the McMahons can consider to make it a truly entertaining
piece of service comparable to the likes of the king of on demand viewing,
currently held by Netflix.
So what are
these possible strategies the company can use to turn the WWE Network from its
limping performance to franchise player level? I got that covered!
1. Do not Cheapen PPVs at $9.99
Pay per views
is like one of their bread and butter in a historical sense. It produced the
best profit for them back when Hogan was on top and although it now trails
behind TV rights and live events, it’s still higher than all other revenue
platforms like Licensing and home entertainment. Everyone talks about wrestling
as loving fans and it all culminates to the omnipresent PPVs all year round.
People flock to stadiums where major PPVs are held like it’s Mecca.
Even in the
Network, only PPVs are shown live and on time as it happens. RAWs or SmackDowns
aren’t live till after a full month airing from cable channel. So even if
today’s buy-ins may not reach the usual sky high records for all PPVs, it’s
still the best LIVE entertainment they can offer those who are in the network.
Although the
loss of status quo in 4 marquee events not helping my case here especially with
Summer Slam and Survivor Series both losing its appeal from long ago, how can
you almost give away WrestleMania, your crowning jewel of any year, just like
that? Furthermore, tickets or even the cost of having PPVs (more so ‘Mania!)
shown in your TV directly is nowhere near just $9.99. So why stoop at such a
low paying price model for your bread and butter?
It makes the
PPVs, (and definitely ‘Mania) more like a 3 hour Raw; nothing special and
prestige is gone. So I’m thinking why not bump the price a bit higher just for
PPVs? You already own the rights to show it exclusively without the shackles of
another platform so why go so low? I understand that making the price steady at
$9.99 for your best content is a great marketing tactic. It will create a
steady, sustainable fan-base who won’t unsubscribe because they have more to
see with just that same pricing for all PPVs all year round but would they be
loyal?
Minds would
have been blown at that price level if it were the 80s or early 90s but right
now its best use is to just keep subscribers and yet it’s still failing below
the 1M target in their own home-base USA (current subscription figures include
international outlets). My only point is keep that monthly price but don’t
price PPVs in the same manner! Give it the respect it deserves and don’t almost
give it away for free #JustSaying.
When they’re
done with this problem, they could probably think of ways to turn my next point
into reality.
2. Make Shocking Waves by Turning it
Truly Global in 100+ Countries
Netflix did
it to kick off 2016 with the greatest news in all of TV, Netflix is now
available globally in 130 countries, for reals! They announced it at the CES
with no less than CEO Reed Hastings at the helm. It made a great run in a lot
of news outlets all over the world’s corners. Imagine what that could do for
WWE too?
I know WWE is
a niche thing while Netflix is more of a global thing with entertainment that
can be consumed by anyone regardless of affiliation but it’s not like WWE has
zero fan-base outside USA or Raw (They have viewers from E! and fans from
numerous podcasts). WWE Network may already be available in major overseas
markets like UK but it needs more.
We understand
how difficult this could be in the tech or cost department but it’s not like
WWE isn’t already available worldwide through partnerships with local TV show
providers either.
They already
have agreements with a lot of outlets in local markets and if they just coexist
peacefully with these outlets like what they did back at home appeasing giants
such as the USA Network then I think it could survive the idea of truly
becoming global. I knew they pissed off DirectTV and Dish Network back in the
States but what price to pay pissing off lousy and greedy cable companies when
internet streaming is the real future of televised content viewing anyway? WWE
surely is traversing the correct path here. And going global is the only way to
go next. I can’t wait to see the faces off those marks here in my country when
that truly happens like a dream come true.
For this to
work, they can toy with this idea I have which we’ll discuss next!
3. Integrate/Entertain Wrestling
Promotions Outside WWE
This could be
blasphemous for WWE execs or even purists but the idea of showcasing content
from competitors is quite a great revolutionary deal on its own. Netflix
doesn’t just show their own content do they? They create room for agreements
with other content providers like movie studios and other producers so they can
show it on their platform. These producers are Netflix’ own competitors yet
they reach out to them. That’s how it works. Why can’t the WWE Network do that?
There are now even recent talks for an ROH and TNA merger. Imagine that?
This over the
top streaming service is already revolutionary in the first place, McMahon
surely hasn’t aged a bit when it comes to introducing disruptive ideas in his
niche but why they’re stopping where they are right now is beyond me. Remember
when people are bashing the network when it first came into fruition? Well most
of them love it by now because none of WWE’s competitor have the same service.
Today, if WWE
can unite TNA, Lucha Underground, ROH, even those outside US like NJPW or NGW
into one global force to be reckoned with then I doubt it they’d still have a
hard time selling the network on a global scale because come on, it has content
that people love even outside WWE.
But I’m not
talking about cannibalism here. Eating all these promotions up will prove fatal
to the industry in the long run as diversity will be lost. The greatest earner
though is WWE should they score deals to showcase everything under one roof
without inflicting changes to the way these promotions work independently. Or
perhaps they’re already going this route in a slightly different manner with
the recent signings of Nakamura and AJ?
This is one
very far-fetched idea and very difficult to execute due to numerous TV rights
these competitors have in place, I KNOW THAT! But back when Vince was still
unifying all the competing regional promotions to make the WWWF, no one thought
television was the way to go either. Vince was the catalyst then, he could
still be the catalyst now. (I know my history lessons!)
I am just
thinking outside of the box here. WWE has enough content to make a 24/7 network
but not enough to make a more loyal subscriber base. My next idea can become
the start though.
4. Have a Section Dedicated to WWE
Studio Films
WWE is a
global company and its reach is already beyond TV. They have merchandise, they
do house shows plus they publish magazines. One neglected outfit was their film
studio. I know they merely collaborate with other established names in the
industry to create films with some of their bankable superstars (Orton, Cena,
The Miz, Big Show) but they aren’t shown any love on the platform. We currently
don’t enjoy the Network here in my country but I’ve seen what the user
interface looks like on YouTube reviews and no major love for those movie
titles are shown even for remarkable classics such as See No Evil or
Knucklehead. What a bummer then!
The thing
with movies they produce is that not all of them get lovely screen time which
is short for major film houses not giving a sh*t. Most of those they’ve
produced go straight to DVD which is then short for crappy films in the
industry not worth your time. I now don’t even understand why they even
continue producing films that don’t get watched. What’s the point? The WWE
Network can be its saving grace from such humiliation.
I know that
may be not a lot of WWE fans are watching these films but there is more to this
than just showing new types of content and my next point explores just that.
5. Entice Non-WWE Fans with Non-WWE
Award-winning Related Content
How does
Amazon and Netflix make it to the big leagues? They don’t get snubbed in
noteworthy award giving bodies like Oscars or Emmys. I know this isn’t WWE’s
thing from the very beginning but would it hurt if they try this proven tested
formula? Probably a bit when it comes to production costs and breaking even but
the hype a platform gets from such nominations (and even wins) is worth more than
those costs when you consider that you’re getting a fresh set of eyes ready to
give your platform a try even if they know little to nothing about wrestling.
Heck, WWE can even become the darling of the press!
I know this
is the most far-fetched idea ever but WWE already has a studio outfit. It’s not
like they aren’t already doing it previously. We’ve seen the likes of Cena and
Kane act in respective titles that have nothing to do with wrestling. So the
formula is tap own/other talent, hire better directors and writer, create
wonderful head-turner projects (Narcos, Bosch or House of Cards anyone?) and
create heaps of new fans outside WWE.
When this is
done, we now concentrate with the real deal.
6. Make the Product Worth Watching
(AGAIN) Week In and Out
The product
is stale, agree? Why? Allow me to begin by saying: WWE should cut the crap out
of that 3 hour RAW. Yes? Enjoying it for 1 hour and wanting more before the
internet era, glued me on the TV week after week after week. With 3 hours, I
don’t get the same vibe anymore.
In an hour
you can produce great wrestling and entertainment without getting too
repetitive with matches. We can’t stay tuned in weekly with the same boring
matches between Star Dust and Tyson or the USOs versus New Day. I’ve seen this formula
repeated for every other wrestler out there since the introduction of the 3
hour format. WWE can’t even handle their overwhelming number of new talents
well despite this full 3 hour broadcast!
It was
exciting at first but hell NO on a repeated process. By merely introducing a 3
hour show, WWE has automatically killed the hype of very rare Special 3 hour
RAWs such as anniversaries and Slammies. Putting it back to a 1 hour or 1 and a
half hour or even 2 hour slot is probably best for business.
And while I’m
at it, why not create a product where both consumers and advertisers get
satisfied equally? I understand the need for a Cena gimmick where you know,
everything’s PG and for the kids because that’s where majority of sponsors
happen to be pouring in the money an kids are intense lovers of the product but
how about your adult fan-base or the IWC? These fans didn’t even stop watching
even if they already have families and jobs to attend to.
Now, make use
of all the talent and explore by giving them creative, but checked freedom so
they don’t go overboard. Hire more past wrestlers to do the creative thinking
(they’ve been there, they know this stuff better than outsiders) and let
McMahon lie low for a bit, hear out what fans really like and fulfill them to a
point, give talents more mic time and create storylines that we have NEVER seen
before (those bordering crazy!). This won’t work if you don’t have surprising
talents though, the likes of Michaels and Stone Cold. Don’t let every other
storyline fall into the ‘Belt Only’ hype. Make characters livable and likable
beyond the belt or outside WWE but keep healthy restraints so they don’t leave
you like The Rock did. You had that with the great late Piper and Jake Roberts
who remained loyal till the end.
Once you’re
done with superstars having their own characters that the audience will root
for no matter what (or talk about for days and years to come) because they have
creative license, then we can begin with revamping storylines so there are
better build ups for PPVs and weekly interactions. And please stop with the
obsession with overly large and buff wrestlers. Time and again, superstars like
Mysterio, Bryan and Punk proved they can carry the company on their shoulders
even if they’re not the usual star quality material.
Again, if the
product is worth watching, more casual wrestling fans will become paying fans
and loyal at that while your already loyal ones remain there for years to come.
7. Utilize MORE Standout Superstars of
the Past
I know
majority of smarks out there like myself also tune out to episodic podcasts
discussing a lot of things wrestling and various personalities but they’re not
on the WWE Network. Hell, WWE even advertise Austin’s podcast with some
industry heavyweight after WrestleMania yet it’s not on their own platform!
You’re basically turning away potential new or already glued eyes away from
your network and off to some place else!
It’s
understandable that these wrestlers and personalities remain visible and they
want their own projects outside of the company yet WWE can somehow tap into
these new markets and create more avenue for its old roster. Take JR for
example, he’s into merchandise but also does his blog thing (and sadly now
going to NJPW!). Michaels can do his reality show while Stone Cold can keep his
talk show. Piper used to have his own segment and something like this could
have happened. Pirate Jericho’s podcast into the network. Hire Christian or
Carlito or probably any other past superstars with good mic skills and let them
be part of the revolution. Basically anyone, even Cena or Edge!
Hell I would
even be happy seeing The Rock, Mick and Rikishi do their own thing like you can
follow Rocky’s busy celeb life, Mick can do some analysis or post PPV
commentary and Rikishi some dance off perhaps! Best, you can even create a
wacky sitcom out of these characters and add some other names. Be more creative
and set the WWE Universe on fire. You can rest assured that skyrocketing
subscriptions will follow afterward!
Comments
Post a Comment