CALDWELL'S TAKE CORNER CUBE WEDNESDAY 7/23 - ECW, where have you been all my life? Jul 23, 2008 - 4:07:32 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 Wednesday, July 23, 2008

Every time it looks like the ECW brand has one foot in the grave, WWE finds a way to create something of intrigue. Last night, the ECW Title belt was presented more credibly than the World Hvt. Title the previous night and they delivered one heck of a compelling TV show.

It wasn't even the new, flashy silver-plated belt on a dark leather foundation. It wasn't the fact that Mark Henry is the new Big Show as the dominant heel ECW champion. (By the way, has anyone heard from Show recently?)

What made the ECW Title belt that important was a main event match where four men were desperately seeking an opportunity to get their hands on the belt. Hardy vs. Finlay vs. Miz vs. Morrison was easily the best ECW TV match of the year, and one of the better overall WWE TV matches in some time. Men were diving to break up pins, going for finishers, trying to take every opportunity to secure a three count all in the name of getting a title shot at Summerslam.

At the Bash PPV, the ECW brand was at its usual position - the red-haired stepchild sitting at the kid's table. Adamle and Tazz called a quick five-minute ECW Title match featuring the lameduck Tommy Dreamer challenging for the belt. Matt Hardy, the lone draft pick for ECW in the June 23 Draft, dropped the U.S. Title. Miz & Morrison lost the WWE Tag Titles to the generic twins.

It didn't look good for the brand on Sunday, and maybe last night's ECW show was simply a case of the blind squirrels finding a nut for once, but I haven't seen a better episode of ECW TV in some time.

Even Mr. Developmental, Ricky Atlas DaBone, wasn't nearly as annoying as two weeks ago during the interview with Lena. Bam Neeely even showed personality in a mere handshake with Adamle. Personality! Who would have thought Bam had any?

And anytime we get a video package over a three-minute grin-and-bear-it squash match with Mike Knox, you can't complain. ECW delivered quite the refreshing show for once.

***

Updated Monday, July 21, 2008

The last two moments in the John Cena vs. JBL feud haven't exactly been highlights in WWE this year. It started on Monday night with a "live-action" fight sequence to conclude Raw, then carried over to an overlong parking lot brawl last night at the Bash PPV.

Variety's article on WWE Films...excuse me...WWE Studios might shed some light on why these segments might have been included on WWE TV the past seven days.

It's apparent WWE is even more committed to the Studios division, which will now include separate TV shows starring your favorite WWE wrestlers. What better way to subtly introduce live-action TV drama, comedy, and theater than creating 10-15 minute WWEpisodes right there on Raw or PPV?

I'm halfway facetious, as the segments thus far have sucked and killed the continuity of the last two shows where Cena vs. JBL episodes have aired, but there is potential to make these Episodes work in the context of a pro wrestling show.

After all, pro wrestling is merely a TV show. It's not pro wrestling on TV. It's a TV show about pro wrestling. That distinction is how WWE uses TV to promote merchandise sales, live event ticket sales, and PPV buys in an effort to reach a mass audience that may or may not be interesting in workrate or in-ring psychology, but wants to see the stars like HBK, Triple H, and John Cena.

WWE Studios president Michael Lake touched on that in the Variety article about using the stars to promote more ways to generate revenue for the company. Whether WWE collects ad revenue or merely a licensing fee for this not-yet-disclosed airings of WWEpisodes on cable TV remains to be seen, but the overall goal is to simply get more WWE faces on TV in different avenues.

Notice the Indiana Jones and Batman skits featuring Chris Jericho and Rey Mysterio, respectively, in the new Summerslam PPV campaign. It's all about getting the stars exposed to different audiences to grow WWE's reach in the media. You know, make those sweaty, underwear-wearing brutes more attractive to advertisers and casual fans by showing that they're not complete dolts.

WWE incorporating these mini-episodes of TV into the product is only the start of trying to reach audiences in new and different ways. The test-run has shown where WWE needs to tweak its approach to fit in the context of a pro wrestling world, but WWE's summer initiative is clear. Promote the stars in new and unique ways wherever they'll fit in.

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