Things the WWE Needs to Do in 2012 to Facilitate Business Growth

So, 2011 has come and gone and now 2012 is spread before us, laden with opportunity.  In the case of the world's leading wrestling company, 2011 saw a year of stopping and starting in terms of long-term vision, with storylines that went nowhere rife throughout the programming.

The following is a list of things that the WWE should do in order to improve the quality of their programming throughout the next year.

1.Revitalize Smackdown

I think everyone can agree that the quality of programming over on the blue brand has been somewhat lacklustre during 2011. Whilst having consistently great match quality, the ratings for the show have been in decline.

The first thing that needs to be done is to bring something fresh to the table. With the advent of the Raw Supershow utilizing the best talents from Smackdown, the Friday night program is in desperate need of something to give it a different feel to Monday Night Raw, making it a must-see show every week.

One thing that could be suggested is gang warfare. Whilst it has been done before countless times, and has failed in more recent incarnations, gang warfare, if used correctly, can be beneficial to the mid card.

If for instance you had three mid card groups, locked in a long term rivalry over a belt, whether the tag belts or the Intercontinental title, similar to the nation and DX feud of the late 90’s, it provides a platform for mid card talents to grow as characters, whilst also having the other members of the group account for their shortcomings.

It also allows for more screen time for the guys lower down the card. This would also give Smackdown that “something different” it needs to pull in the wrestling audience who watch Raw every week.

2.Consistent Booking of Talent

2011 was a year in which the long term growth of a number of talents was hampered by hot and cold booking. Look at Daniel Bryan, for example.

His title reign is not taken as seriously as it should be because before making the step up to the top of the card, Bryan was jobbing on rare appearances, or headlining WWE Superstars.

Conversely, a long term, slow build push has worked wonders for Cody Rhodes, who progressed an enormous amount last year, which was caused by a steady level of exposure and a platform from which to develop his character from being the one-dimensional “Dashing One,” to being the slightly insane, cocky, brutal performer looking to bring the prestige back to the IC title.

Long term booking, or at least consistent booking, allows for both the progression of a character through a steady interaction, as well as a bigger crowd support, due to the increased exposure to the performer.

3.Improvement of Heel Characters

This is a big one for me, as one of my pet hates with the heels in WWE lies in the fact that every time a face runs out to confront them, the heel tucks tail and runs for the locker room.

Even Mark Henry, who was the first to be billed as a guy who doesn’t care about anything but hurting people, has been seen to employ the same tactic recently.

Whilst the cowardly heel suits some current heels (such as Alberto Del Rio), the WWE should tailor the heel behaviour to each specific character. Take Dolph Ziggler, for example. His character lies in his confidence.

He’s a guy who shouts from the rooftops that he is better than his opponent in every way. It just doesn’t make sense for the guy to “get a case of the limber tail” every time a face runs down the ramp to make a save. He should be facing down a whole group of faces, even when outmatched, because he believes he can win no matter what.

The silver lining in this case is the (eventual) debut of Brodus Clay. I hope, and have been encouraged by the promo vignettes, that Clay is going to be billed as an unstoppable heel, the irresistible force that won’t let anything get in his way.

It is certainly true that this year, however, drastic changes must be made for the booking of heels.

4.Increase the Originality of New Performers

Remember in the old days, when you were stuck in the nosebleed seats, but you could tell exactly who was in the ring, just from their attire?

The WWE these days is filled with a conveyor belt of buzz cut, black boot, black trunk, five-move pastiche performers.

For newer incoming talents, the originality of the performer’s character should be reflected in his ring attire, in his entrance theme, and in his wrestling style.

I’m not saying that the place should be filled with guys like the Godwinns or Duke the Dumpster Droese, but with the next Randy Savage, or the next Legion of Doom, guys who you could tell from a mile away, but who you take seriously when they step between the ropes.

This would help a lot of the lower guys in getting noticed. Let’s face it, being a little different from the guy next to you is the best way of standing out from the crowd.

 A little originality couldn’t hurt the all-important merchandise, either.

5.More Consistent Long-Term Planning

The Raw GM, the summer of Punk, The Awesome Truth, The Corre. All examples of the way in which lazy and lacklustre booking adversely affect good ideas.

All too often the WWE changes direction mid way through program, causing things to be left by the wayside, slowly fazed out, or finished before they even had time to develop properly.

A large part of this lies in the obsession with the viewership numbers, and on the sales of merchandise.

In 2012, the WWE needs to find some kind of long-term direction, and should also plan things out fully before beginning them. Surely, it’s a given that complete storylines leave viewers with a sense of fulfilment, having given their time seeking some kind of conclusion that makes their investment worth it.

Whilst I appreciate that sometimes things are subject to change through unforeseen circumstances, such as injury or suspension, it must be seen as imperative that angles are meticulously planned and executed from start to finish in an effort to avoid disenfranchising the viewer.

A long-term direction also allows for the progression of characters and rivalries for the future of the business, whether in 2012 or in the years to come.