While Monday Night Raw is the flagship television show for WWE, the company would do well to concentrate on ramping up its second show, Friday Night SmackDown, in 2013. The best way to improve SmackDown is to pay special attention to storylines and in-ring action. Fans of the "blue show" need to see different stories on Friday than WWE presents on Monday.
The biggest storyline on SmackDown in 2013 should be the brand itself. Every other story should be designed to help define the brand and to improve the product.
Each suggestion on this list is designed to do three things.
The first thing is to distinguish SmackDown as a separate entity from Raw. The audience on Friday night is different from Monday, and those loyal viewers should have a distinct show.
The second thing is to raise the profile of the World Heavyweight Championship. While every story on the show cannot be related to SmackDown's top title, significant time should be spent elevating the belt so that it has as much cachet as the WWE Championship strap.
The third thing is that stories should be designed to create new viewership for the show. Stories that fit into the first two categories will automatically work in the third. Some other stories need to be designed specifically to build an audience for SmackDown.
Here are 10 storylines that SmackDown viewers need to see in 2013 (not ranked in any particular order of importance).