How WWE Are Intentionally Killing Raw To Save SmackDown

Is it remotely possible that a company so comfortable with it's processes will ever dare make the sort of wholesale changes that were required when Raw first became War, or the pay-per-view system hit the wall for the good of a fledgling streaming service? These are not those transcendent times. The organisation's output is now so secure that the simplest way to enhance one brand may well be to attack the other.

Ahead of Fox dropping billions on the blue brand, WWE loaded the show up with talent in 2018's Superstar Shake-up at the expense of the barren flagship. This flew in the face of typical brand-swap stuff over the years - Vince McMahon's loyalty to Raw has often left SmackDown circling the drain as it rebuilds without big stars. Monday Night Raw didn't so much circle it as drop straight through - the summer and winter months were subjectively dire before the objective confirmation of repeated record ratings lows.

Kayfabe commissioner Baron Corbin was blamed for the IRL slump, before the McMahons took back authority then confusingly delegated it to the audience. In the meantime, a SmackDown headed up by The New Daniel Bryan reclaimed its place as the company's best wrestling show. The characters crafted throughout the year were all coming good at once as Samoa Joe, Andrade and the newly-christened 'Man' Becky Lynch, joined refined old guards Charlotte Flair, Randy Orton and The Miz in helping shape the most diverse and entertaining roster in years.

Amidst big demands from Fox, WWE were attempting to show their new home how they'd bring ratings, rather than simply telling them.

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