The WWE brand extension

In a matter of weeks, the WWE brand extension will take place and the landscape of the product will change drastically. Some fans are thrilled about the possibilities that differentiated rosters bring, but should anyone be thrilled for exclusive rosters?

Forgive me for being pessimistic here, but does anyone remember the original brand split in 2002? For all intents and purposes, the initial concept flopped and unless the process is done very differently this time, the majority of fans could be in for a rude awakening for what the brand extension actually translates to on TV. On the most basic level, the first brand split wasn't successful because it spread the rosters too thin and there weren't enough credible stars to carry each show. Remember that legendary Renee Dupree/Kenzo Suzuki tag team title run on Smackdown? How about when Mordecai and Bob Holly worked a pay-per-view in 2004? Those are just a few of the numerous examples of sub par booking when filler talent were used in more prominent spots because a lack of depth on each roster. I have to be honest, I was very surprised that the WWE would split the brands in 2016, especially after Wrestlemania 32 really highlighted the lack of credible stars on the current roster. The diverse reasons for that are another column for another time, but the point being, right now might not be an opportune time to divide the shows.

The argument for split rosters is that it will allow more TV time for underutilized stars, which is true in theory, but the same could've been said for the Raw expansion to three hours, and the extra hour is rarely used to established overlooked talent. Will Dolph Ziggler or Zack Ryder suddenly get the chance they deserve on Smackdown? It's doubtful because WWE management will still attempt to develop the talent that they think has the potential to be stars regardless of the brand so basically a talent can be as overlooked on a split show as they are on a traditional show. While some fans look forward to the possibility of a main event Ziggler run, the reality of the situation could be more TV time for The Miz. The shows might be different, but the priorities of WWE brass could remain the same. Don't get me wrong, it would be great to see a successful brand extension because that puts a good product on TV for the fans, but it's important to be realistic about the potential pitfalls of the project.

Aside from depth, the perception of each show will be another key to a successful formula. For years, Smackdown was clearly the "B show" and sometimes it seemed as though the writing team didn't do much to hide that fact. Sadly, there were periods of time when SD was an inferior show with only a few redeeming qualities. There's no question that SD going live will provide a new dynamic and give it a fresh start. The bottom line is, Raw will always been the flagship show for the WWE because of the history behind it, but that doesn't necessarily mean that SD has to be perceived as secondary. The brand will move to Tuesday for production reasons and the live aspect on USA gives it the most equal platform in comparison to Raw in the history of the show. Basically, if SD is going to succeed as a stand alone product, this is the time to do it. The original concept behind the split in 2002 was "creating competition among themselves" after ECW and WCW folded. In my opinion, that whole ideology and the presentation of it was too convoluted. The fans didn't buy that Raw and Smackdown were in "competition" because the same company owns both shows. This time around, there should definitely be an attempt to make each brand different, but to bring variety to the overall product rather than an attempt at competition.

That being said, one of the major questions prior to the draft is, how will the shows be different than they are now? Sure, maybe John Cena will only appear on Raw, but fundamentally, what differences will there really be on each brand?  There are some rumors about the possible return of the Cruiser Weight division, but even if it happens, the chances of it being properly promoted aren't ideal. Granted, the CWC is on the network, but that's specifically geared toward an internet audience, and main stream TV is a different demographic. Perhaps the most successful time for SD was the "Heyman era," when the former ECW boss booked the show and it was considered the "wrestling show" of the WWE, but NXT has that distinction now so again, questions remain about how Smackdown will potentially become it's own unique brand. The championships are still up in the air and how that situation is handled could directly impact if the extension is ultimately successful. If you add more championships, they become less important and that dilutes the product. You also have to taken into account that there aren't enough teams for two sets of tag titles, and the women's division is doing well at the moment so there's no reason to add another championship. But, how will the WWE book the logistics of those divisions? One would assume another "world title" will be added for SD, but doesn't the continuity of the product get murky if there are two heavyweight champions and only one set of tag champions?

The NXT aspect of all of this should be taken into account as well because just as that brand is being established on its own, it would be a fair guess that some of its talent will be used on the main roster during the extension. That brings another predicament of the whole scenario, it's difficult enough to establish NXT and it could become exponentially more difficult if the performers that are considered the foundation of that show get moved to the main roster to bulk up the shows for the extension. As much as the WWE promotes the network as their top propriety, the revenue generated from their TV contracts and advertisements are key to the company's successful so ultimately, if Finn Balor had to be used to boost SD, the main stream TV product has more importance than the NXT brand on the network. Since NXT needs its talent to remain strong, it's rumored that management has contacted some former stars about a return to the promotion to add depth to the rosters, which is a very smart business move.

So, is the brand extension "best for business?"

Obviously, it all depends on how it's booked and the presentation, but until there's some emphasis that SD is an equal priority and there's depth on each roster, I will remain skeptical. In theory, this will allow more TV time to develop more talent, but a concept in theory and a concept applied are sometimes two very different results. In my opinion, an extension in 2016 spreads the rosters too thin, especially when you consider that there are three brands and it's difficult enough to have the necessary star power for the product without divided rosters. The initial draft will generate some hype since fans will want to see who works each show, but the test of the brand extension will be where the shows are in a year. There are several questions ahead of the draft and it will be extremely interesting to see the direction of each brand.