Shining a Spotlight 2.14.08: Farming Foreclosures

Posted by Michael Weyer on 02.14.2008

Examining the fallout of WWE cutting off with OVW, CW cutting off Smackdown and why ending the brand extension is a bad idea.

Once again, a week of bitter cold and massive snow in Chicago or as I like to call it this year, Hoth. Exactly when does this global warming theory kick in?

It's always nice when recent events basically write my column for me. This week is just like that as not one but two major developments involving WWE hit within 24 hours of each other. The first being them breaking off ties with OVW and the second being the CW unexpectedly canceling Smackdown.

As you can imagine, these are serious developments for WWE, one a decision to cut ties with a territory that's given them so much, the other losing one of their chief sources of product. I'll start with talking on OVW first which was a surprise, despite the fact it seemed to have been planned for quite a while. You just don't set up an entire developmental promotion overnight, after all. Indeed, OVW started in 1998 as a branch of the NWA with Danny Davis as the owner before WWE made it their farming system in 2000. Thus, overnight, it went from just a simple local territory into an area where future stars were basically grown.

The list of OVW alumn who made it to WWE is well known so no need to bring that up again. Of course, it's notable how so many were forced to change their characters once they hit the big time, most for the worse. Nick Dinsmore, for example, was a big heel in OVW but transformed to goofball Eugene in WWE. John Cena was made over from the arrogant power wrestler the Prototype to a slightly bland heel before latching onto the "white boy hip-hop" gimmick that led to stardom. And of course, while OVW has some of the best women wrestling around (even the first ever women's ladder match), they have to adopt to being "Divas" in WWE. But there was the rare time that they were allowed to keep to the same characteristics like MNM and Carlito. Despite the problems they may have adapting, the sheer number of OVW wrestlers who have become stars in WWE is still amazing and makes it all the more surprising WWE would cut ties with them.

Then again, you do have to think about the problems WWE has had with management there. Jim Cornette seemed a good fit to run OVW in 2005 with his old-school ways of booking and developing talent. He also got along great as the on-air announcer and figurehead for the company. But Cornette came off a bit too controlling and dictating, even with dress codes and such. The final straw was when Anthony Carelli (now known as Santino Marella) broke character in the ring by laughing at the Bogeyman and Cornette slapped him in view of others. He was shown the door soon with Paul Heyman sent down to take over. It was meant to be a punishment for Heyman getting into an argument with Stephanie McMahon over running Smackdown but Heyman soon managed to turn OVW into a terrifically booked show and promotion that was taking off well when he was called to run the revived ECW.

Since then, OVW has continued to embark on a nice path, continuing to give excellent matches and programs while continuing to provide WWE with new workers, many of whom have gone on to great success in WWE like Santino and Umaga. It's always been an interesting dichotomy: Just as a guy makes it huge in OVW, he gets called up to WWE, leaving them without a big star. But at the same time, OVW is able to develop new stars to keep themselves going, maintain a good loyal audience for their local shows in Ohio and Kentucky and a good TV outlet there too.

But make no mistake, a key reason OVW has lasted so long in the hard world of pro wrestling is because of the funding and support of WWE. True, that's become more notable than it once was with posters for various WWE shows visible on OVW tapings and they do discuss the connection often. It seems a bit rough for WWE to just cut off ties to OVW like this, especially as it's clear they've been planning it for a while with Florida Championship Wrestling being revived, which as I mentioned, took some doing. I wonder if Davis knew anything about this at all or was caught as flat-footed as everyone else by the announcement. Considering that OVW's website still pushes the WWE connection, that seems unlikely.

But there are reasons why WWE made this move and some of them do, from a business standpoint, make sense. First off, Florida offers better year-round weather than Kentucky, which makes it a bit easier to stay around for young wrestlers. Also, there's no state tax in Florida which makes things a lot cheaper and thus a company that has had some financial difficulties in the last year would be looking to use that to their advantage.

But another reason may be WWE recognizing the fact that Florida is a hotbed for wrestling fans. That goes back a long way to when Florida Championship Wrestling was a regular destination and one of the best promotions in the country. So many stars came from there, from Dusty Rhodes to Lex Luger and it was still doing well with the fans when Jim Crockett bought it out during his attempt to take on McMahon in 1987. Still, various Florida promotions have done well there and whenever one of the big two did a PPV in Miami or Orlando, you'd get major fan responses. I think that's a key reason why TNA moved operations there as well, Floridian fans do enjoy wrestling a lot (even if a lot fall into the mark category) and thus there's a built-in fan base for these new guys to build on.

So yes, WWE does lose some of the experience the OVW guys brought in but I don't think Vince is foolish enough to begin such an endeavor without confidence in who's running it. So I do see the new FCW continuing to provide nice new workers for the company. The question is what happens with OVW now. I know a lot assumed automatically that the territory would close shop but it's still sticking on there. Now without the coverage and extra cash of WWE, they'll suffer, no doubt about it. But they do still have a loyal fanbase that's kept them successful as well as local TV deals. Davis is also a smart veteran who knows how to keep himself in business, as he did before WWE came along. So OVW might struggle but I do believe they might be able to go on for at least a year or so. They may rejoin the NWA which can be beneficial to both. I don't know if they'll become a big success like ROH but they still have the strengths to last longer than most expect them to and attract some younger talent. It'll be hard to go from a key part of WWE to another independent promotion but the company has managed to establish a name the last few years that can help them out a lot.

I also believe WWE can survive without OVW. Yes, there will be a shaky start but there are still a lot of guys out there wanting to break into the business and reach the big leagues and FCW affords just as good an opportunity as OVW with a better setting as well. I do wonder if WWE will still maintain control of the OVW tape library or not, sure that's an issue for the future but I don't think this is going to really hurt the company that much.

Losing Smackdown on the other hand, will. I do appreciate the irony that right after throwing everyone but cutting off with OVW, WWE got the same treatment from the CW. Frankly, this one has me scratching my head. I know the CW had problems as rumors have it some in the network weren't happy about the fact people only tuned in to Smackdown and nothing else, feeling WWE didn't do enough to promote other stuff on the network. But the fact is, Smackdown brought some viewership to the network and, more importantly, provided a showcase for advertisers for the youth demographic the CW is geared toward. Not to mention it was two hours of TV that the network didn't really have to pay for so getting rid of it all just makes no sense. But as the recent strike has proven, network executives can make Vince McMahon look like the paragon of reason.

It's a major effect as Smackdown has been a huge part of WWE since it launched on UPN in 1999. Yes, WCW got there first with "Thunder" but while that show was soon a joke whose events were literally ignored, Smackdown was a key part of the WWF broadcasting, advancing stories and angles. When the brand extension took hold, it was set up as basically the "B" show but one still filled with top talent and able to help the company stay on top and keep fans excited.

So the question is the future of the show as they are shopping it around to My Network TV, which is unlikely given its low range. Fox might be better for them, it already fits into that demographic and they could use two hours a week to fill. I do see them trying because it's an important part of the company and keeping a network show, even one on a low-rated network, gives them more visibility.

Now I know that already many say that this is a sign they should just end the brand extension and move everything to RAW. To me, that is a horrible idea. I've long backed the brand expansion for the simple fact that you need more exposure for the company's workers. You think MVP would be as big as he is if he was on RAW with HHH, Cena and Orton dominating? Hell, Cena cut his teeth on Smackdown for a few years to prove he could work his way to the big time. Smackdown may be the "B" show but it still has a great base of workers who deserve attention, attention they won't get if all WWE has is one two or three hour show a week.

More importantly, Smackdown can often be a good contrast to RAW. Remember back in 2003 when they were clearly the superior brand and that occurred again in 2006. Also, the fact is, some fans really do have brand loyalty, preferring Smackdown to RAW and giving up that base can really hurt the company. Sure, it'd be less expensive to just cut it off, end the Smackdown shows and let a couple dozen guys go from the roster. But doing so robs WWE of future stars, future revenue and, more importantly, a lot of fans. I can see them ending ECW and merging the two but dumping the entire Smackdown show is just too problematic.

In a way, you can see the connection with OVW, FCW and Smackdown. It's all about making new stars, which is the lifeblood of the entire wrestling industry. OVW gave guys like Cena, Orton and Batista their start, smooth out the rough edges and make a splash. Smackdown let them expand, develop character and hit the big time with titles and show they were ready for the rigors of RAW. It's a unique system, one that harkens back to the old territory days but by maintaing such strict control, WWE is able to keep it running on their own terms. Yeah, there are missteps in how talent can be handled when they transition to the big leagues but it's still a good system that shows WWE really is concerned about their own future.

So I do think WWE can maintain that good system of developmental talent with FCW and not OVW. Losing Smackdown is a blow but I am confident they can find a new venue for it as getting rid of the brands really does more harm than good to the company. We need Smackdown to give more exposure to some of the young talent, to keep RAW from being dominated too much by too many of the major guys and give fans the feel that WWE is so much bigger. I know some will disagree but I really do think that's a needed factor to WWE right now.

Either way, WWE can survive. They've survived worse than this, they can get by without OVW. They wouldn't be cutting ties to such a long-time partner unless they had confidence FCW could succeed and we should respect that. For Smackdown, that's a network's bad decision and I see the CW regretting it when whatever they get for Fridays in September starts tanking. Whoever gets Smackdown will get two hours of entertainment and good advertising for youth, something that can be desired in a time with so many networks hurt by the strike. Most importantly, WWE keeps up their system of grooming stars for the future, a system that's worked well so far and proves again why, despite its detractors, this company is the one still on top of it all.


Also around 411mania:

Seventh Dimension discusses Lashely's decision to leave WWE.

Tim's Take asks if TNA is going to turn the corner.

On the opposite end of the spectrum, Viral Dose of Reality trashes Against All Odds.

Can They Be Champ sizes up elimination chamber.

The Shimmy starts a series on Cena's title reign.

Julian counts down the Top 10 RAW eps.

Michael Bauer takes on Thoughts From the Top Rope.

Piledriver Report does a great examination of whether fresh matches or long feuds are best.

Don't forget Column of Honor, Triple Threat, 3 R's, Ask 411, Hidden Highlights, Fact or Fiction and the rest.

For this week, the spotlight is off.