Raw ratings are likely to improve in the coming months, but there's really no way for WWE to get away from the inevitable longer term decline. It isn't just a quality issue, it is a cultural problem. Fans no longer have a "must watch" attitude about the shows they enjoy, they're just as happy to watch highlights online (YouTube) or catch up via the internet. It is an on-demand generation nowadays, which isn't well suited to sitting down for three hours each and every Monday night. Added to this, is the increased competition from sports, and of course Raw's own shortcomings. What helps Vince on this issue, is that WWE Raw is still USA Network's crown jewel. There's nothing else that USA could put in the slot that would come even close to a Raw number. Even the recent bad numbers, that's still around three million people tuning in. But for Vince McMahon, the decline is a problem, a blow to his pride and more importantly his once mighty brand appeal.
