In order for the WWE Network to be a long term financial success for the company, a clearly defined direction is going to have to be chosen, and the product is going to have to be geared to the demographic most likely to keep the Network in business. For as much as we hardcore fans love the archive footage, there's no future in that as a primary business model. The disappointing subscription numbers thus far lead one to believe that WWE severely overestimated the number of people willing to pay to watch old wrestling. And even the ones who are will eventually tire out and need another hook to keep coming back for more. After all, there's only so many times you can watch WrestleMania X-7 or the 1989 Great American Bash. That's where the pay-per-views (now known as "special events") and original programming comes into play. Even though the company is giving us shows that used to cost much more included in the Network package, it's more imperative than ever before that they strengthen the quality of those shows. When the eventual death of pay-per-view occurs, and make no mistake WWE has hastened it for themselves, cannibalizing their own short term revenue in an attempt at long term gain, a great special event lineup will be the primary difference maker in drawing in new subscribers. In addition to that, the company needs to continue producing compelling original content that will draw in viewers. The Daniel Bryan and Ultimate Warrior documentaries are perfect examples, and some of the best recent stuff the company has done. Sales have proven there's a significant demand for WWE DVD releases such as the retrospective sets and comprehensive collections. How far are we from that material going entirely Network exclusive? Some good ideas we've seen have been to make NXT the workrate-centric show to appeal to that segment of the fanbase, and they've moved in the right direction with the recent signing of KENTA and Prince Devitt. Another interesting idea is to either take an existing Network show like Main Event or create a new one and fill it with more adult content. No sensible person expects WWE to shift their television product away from TV-PG anytime soon, but those restraints don't exist on the Network. Those are just a few ideas that would help build the service with exclusive first-run content. Give us a sustainable reason to want the Network, because the back catalog isn't going to do it. You've already got the hardcore fans' money. Now it's time to concentrate on creating new ones.
Brad Hamilton is a writer, musician and marketer/social media manager from Atlanta, Georgia. He's an undefeated freestyle rap battle champion, spends too little time being productive and defines himself as the literary version of Brock Lesnar.
