NBC Universal Gets 'Raw' with the WWE
(Monday, April 04 09:07 AM)

LOS ANGELES (Zap2it.com) Less than a month after parting ways with Spike TV, WWE Entertainment has reached a new three-year agreement with NBC Universal which will bring the signature wrestling program "Raw" back to USA Network.

"Raw" launched on USA in early 1993 and was one of the cable network's most popular shows before it left for Spike TV in September 2000.

"I'm thrilled to be back in business again with Vince and Linda McMahon," says USA President Bonnie Hammer. "I led the USA team that helped grow RAW into a true pop phenomenon, and it's great to welcome it home."


In March, Spike TV announced its intention to end the relationship with the World Wrestling Entertainment to concentrate on using original programming to lure its coveted demographic of young male viewers. Easily Spike TV's most popular show, "Raw" has regularly averaged between 4.5 and 5 million viewers per week in recent seasons, though its audience has shrunk since its USA peak in the late '90s.
Using the entire NBC Universal platform, WWE will continue to produce regular Monday night episodes of "Raw" NBCU's Telemundo will score Spanish-language versions of "Raw" and the network mothership, NBC, will schedule two yearly 90-minute "Raw" specials to air late night Saturday.

"This broad and diverse distribution will provide WWE excellent platforms from which to reach our existing fans as well as broaden our audience," says WWE CEO Linda McMahon. "We're very happy to be returning to USA Network, where we experienced some of our greatest successes, and to NBC, where we had tremendous success with Saturday Night Main Event in the 1980's."

This is both good and bad news.

The good news:

1. USA is seen in more homes than Spike TV
2. The WWE will get some specials on NBC
3. WWE will also be seen on Telemundo which will expand their audience

The bad news:

1. It will be preempted every year by the dog show and Tennis
2. USA will only carry one weekend show so either Velocity or Heat will be cancelled.
3. The WWE will not get advertising dollars which means they'll lose out on about 37 million dollars.

Back in 2000 I do not believe the USA Network was owned by NBC. So this will be interesting this time because NBC still has heat with Vince and the WWE dating back to the XFL fiasco which delivered the worst ratings in NBC history back in 2001, plus caused the delay of a Jennifer Lopez Saturday Night Live in the XFL's debut.

From the Daily News:

NBC Pins Down RAW Wrestling

BY PHYLLIS FURMAN
DAILY NEWS BUSINESS WRITER

"WWE RAW'"s returning to the USA Network.

Media giant NBC Universal was the muscle-flexing champion yesterday, wresting control of World Wrestling Entertainment's high rated show for its USA cable channel.

Starting this fall, "WWE RAW" - the home of "RAW" superstars like Triple H and Chris Benoit - will leave its current home, Spike TV, for USA, which launched the bodyslam fest back in 1993. "RAW"'s been on Spike TV since Sept., 2000.

"This will help us get to No.1 status," USA chief Bonnie Hammer told the Daily News.

Viacom-owned Spike TV bailed out of talks to renew its WWE contract several weeks ago, paving the way for NBC to swoop in.

In addition to the weekly "RAW," show USA will air a one-hour weekend program.

NBC also pinned down the rights to replay "RAW" in Spanish on its Telemundo TV Network. It will also run two WWE specials on its NBC broadcast network. Back in the 1980s, NBC aired the popular late-night specials, "Saturday Night Main Event."

This time around, WWE boss Linda McMahon was forced to settle for a smaller pile of cash. Under the new deal, WWE will no longer retain the rights to sell ads on "RAW." As a result, it will collect $37 million less annually in sales.

WWE's shares closed yesterday at $12.13, up 32 cents.

Jefferies analyst Robert Routh noted that WWE had less leverage this time around.

When Viacom did the deal five years ago, it was eager to grab a high-rated program that appealed to young males, because it was rebuilding cable network Spike TV, then known as TNN.

But WWE is hoping it will be able to broaden its fan base by striking a deal with NBC. The media giant is expected to offer its massive promotional firepower, spending $8 million to promote the show.

By airing shows on Telemundo, WWE is also hoping to broaden its reach to Hispanics.

USA chief Hammer said she is confident she can boost "RAW'"s ratings which have fallen since going on Spike TV. Hammer was in charge of the show during its successful first run on USA.

"We made it a male soap opera," Hammer said. "We developed a close relationship with Linda and Vince (McMahon.)"

USA, which airs shows like "Monk" and "Dead Zone" is about to unveil a new branding campaign. With the return of "RAW" Hammer is hoping to get younger viewers to tune in.

"This will bring in the 18 to 34 audience," she said. "We're going for younger eyeballs."

WWE Officials Expecting Big Number For RAW Debut On USA
Date Added: September 09, 2005

Credit: Pwtorch Newsletter

WWE officials are hoping for a big number from RAW on it’s debut with USA Networks. This is partly because of the return of Triple H, who by all indications will return to feud with Ric Flair and appearances by Hulk Hogan and Steve Austin. As one source reports, if the rating is not above a 4.0 then WWE will be very disappointed.

Officials on the other hand also understand that many people may tune into Spike TV either because they don't know of the change in networks or that they have forgotten. Spike TV will of course, counter the timeslot with a UFC show featuring many of the contestants from "The Ultimate Fighter."

I think RAW will get more ratings since popular superstars are returning the day it returns to USA