CALDWELL'S TAKE CORNER CUBE THURSDAY 7/3 - For one week, WWE challenges ideal image of World champion Jul 3, 2008 - 5:57:30 PM

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By James Caldwell, PWTorch columnist

Updated daily from the corner cubicle, Torch columnist James Caldwell's weekday blog focuses on hot topic current events and other items of interest from around wrestling.

Updated Thursday, July 3, 2008

Chris Bell's "Bigger, Stronger, Faster" documentary has added a considerable amount of information to the dialogue on steroids and the idea that larger-than-life physiques are required for prominent sports athletes. The documentary comes to Houston this weekend, so I'll have a chance to watch the movie and post a review next week.

But, the requirement for a certain look has been challenged by WWE this week. I've seen feedback and various columns written this week about Punk "not looking the part" of World Heavyweight champion. He doesn't look tough. He doesn't wrestle tough. He doesn't have the star-quality of Batista, Triple H, or John Cena. He's simply a likeable star who relates to a certain demographic.

Depending on whether Punk holds the title for just a week or actually has an extended title reign, WWE has an opportunity to re-educate the audience on what "looking the part" means. I've also seen it written that Punk's title victory is similar to WWE putting the belt on the kid-friendly and average-sized Bret Hart in the early 1990s when the company was in the midst of an investigation by the federal government.

The context is different, with WWE simply looking to boost interest in the product and capture the younger demographic by placing youthful stars in prominent positions as champions. The result, though, is WWE marketing a drug-free, steroid-free, likeable C.M. Punk as the face of the Raw brand for now.

The benefit to WWE is being able to point to Punk if questions arise as to whether WWE is still pushing larger-than-life bodybuilders as top stars. Are they investing TV time and money on wrestlers based on skill and substance or 20" biceps?

WWE putting the World Title on Punk certainly wasn't just an altruistic move to enhance Punk's career. It has many benefits to the company in terms of marketing and corporate-enhancement.

But, for at least one week, WWE has shown commitment to changing the definition of what a World Heavyweight champion is supposed to look like. Just like Bell's documentary seeks to ask the question of why American culture has created an unhealthy prerequisite for athletes needing to be larger-than-life at any cost, WWE is at least introducing new evidence.

Rey Mysterio held the belt two years ago, with the same questions arising about his size and "not looking the part." If WWE is committed, it will take time for the audience to take an average-sized wrestler seriously as World champion. It will take time for the audience to spend money on a wrestler who isn't the size of Batista or is respected like Triple H.

It is encouraging, though, for the industry leader to focus on an average-sized champion. Whether it's for one week, for corporate-enhancement purposes, or simply for a quick marketing fix to drum up interest in the product, WWE is at least working to re-educate the audience that a World Heavyweight champion's make-up doesn't have to be limited to size and muscles, but it can also be focused on skill and marketability.

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Updated Wednesday, July 2, 2008

July 1 marked three years since I embarked on a journey as full-time PWTorch.com columnist. I'm not bringing back 31 Days of Caldwell for those of you still remember the glory days (channeling Larry Zbyszko) from July 2005, but it's nice to be able to discuss a newsworthy, eventful, hope-inspiring, and overall entertaining episode of TV that aired two nights ago.

Raw was everything ECW was not last night. ECW felt like the re-run formula show we've watched for months and months. There was nothing wrong with Week 1 of Mark Henry as ECW champion, but a program against the firm of Dreamer & Delaney won't inspire must-see TV going forward. Then again, who else could he feud against?

Matt Hardy is still stuck on Chavo, unfortunately. Finlay and Hornswoggle are still working the same kid-friendly tag match formula against the champs. Meanwhile, new talent is being brought on board, but Atlas don't-call-me-Da-Bone Ortiz was only slightly impressive in his national TV debut. There just isn't much in the way of talent on ECW. Thus, we're left with the men trying to stick their fingers in each of the many holes on the ECW ship.

Raw, on the other hand, was inspiring TV. The youth movement officially began, and WWE really gave the likes of Punk, Kofi, and DiBiase & Cody an opportunity to be significant players in WWE going forward.

The drawback is them acquiring gold by deceit or unjust means, as if they're not good enough to be champions on merit. However, it gives them a foundation to build from and prove they are worthy of title gold. That's where it becomes interesting to follow the next few weeks and months.

Will people spend money to watch a PPV headlined by C.M. Punk, though? Right now, probably not. But, if WWE sticks with the script and is dedicated to the youth over the long-haul, people will eventually recognizes the younger talent as worthy of their money.

Fortunately, WWE has an all-star cast of proven stars on Raw to help sell PPVs even without gold on the line. Chris Jericho vs. Shawn Michaels has been WWE's best and most-consistent program since WrestleMania. WWE inserting that match into a headline slot at the Great American Bash PPV is a smart decision to boost whatever title match presumably features World Hvt. champion C.M. Punk.

Going into the second-half of the year, WWE has set up Raw to be successful. The key, as always, is follow-up. Week after week. How do they create compelling TV without the fall-out from a good PPV and exciting Draft? How do they create compelling TV when Punk isn't cashing in a briefcase in one of those memorable, "transcendent" moments? That's what makes it entertaining to wait and see.

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Updated Monday, June 30, 2008

Last night's Night of Champions PPV delivered quality, fundamentally-sound wrestling throughout the show and two very strong main events to close the show. Triple H and John Cena didn't deliver the "transcendent moment" that was part of the pre-match hype, but they performed an outstanding WWE main event style title match.

Transcendent moments are difficult to come by in pro wrestling. WWE delivers 14 PPVs per year. TNA delivers 12. WWE has five hours of original programming to fill each week. TNA has two hours. Unless we're talking WrestleMania, Summerslam, or the Royal Rumble, it's difficult to have a moment on PPV that stands the test of time.

It didn't help that the pre-match hype on TV was overshadowed by the Draft and McMahon's money segments that ended with an injury angle. Hunter vs. Cena was back-seated on Raw last week and the match probably won't be discussed after tonight's TV. Hunter will be on Smackdown, while Cena will probably begin a program in some capacity with Batista on Raw.

Contrast that to the last "transcendent moment" from WWE when Michaels superkicked Flair at WrestleMania. Michaels vs. Flair was reinforced by leading into a three-month program involving Michaels, Batista, and Jericho that is still current.

Setting aside WWE over-playing the epic nature of Hunter vs. Cena on an off-month PPV, WWE created several opportunities to focus on the mid-card. There is an apparent love/hate relationship between Vince McMahon & writing crew and the mid-card & tag divisions that you never know from week-to-week whether the wrestlers below the top tier will be given quality TV time.

That will surely change tonight when the top singles champion on Raw is currently Kofi Kingston. No one would have expected that seven days ago, but here's an opportunity for WWE to incorporate Kofi into one of WWE's top programs the last two months with him working with Michaels against Jericho and Lance Cade.

The tag division has a fresh start with DiBiase, Jr. and the now-heel Cody Rhodes dominating the division. After WWE ran the Spirit Squad into the ground two years ago, they have an opportunity to learn from the booking mistakes of that young, brash, cocky heel group and develop this second-generation stable into future stars.

WWE may not have delivered the transcendent moment last night, but they created opportunity for the flagship Raw show to have a nice balance of top-heavy talent and mid-card youth. Cena, Batista, and Michaels will be carrying the top-half of the show, while Kofi, Rhodes, and DiBiase, Jr. could anchor those third and sixth-quarter hours usually reserved for throwaway action. Follow-up will be key, and WWE shouldn't let the McMahon injury angle overshadow an opportunity to build for the future.

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