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WRESTLING COLUMNS
A Game Plan for NWA TNA
February 4, 2002 - by Todd Martin
NWA TNA has had a rocky first year. They have had inconsistent programming,
and haven't really been able to establish a clear identity. Most
importantly, all indications are the company is not even approaching the
weekly buy rate it needs to be profitable. That said, the promotion is not
without strengths. A number of NWA TNA workers have shown tremendous
promise as workers and as stars. I have been particularly impressed at
various points by AJ Styles, Jerry Lynn, Ron Killings, Amazing Red, Low Ki
and Elix Skipper. TNA has been able to utilize many stars of the past and
in doing so is attempting to reach the audience that WWE has turned off so
drastically the past few years. TNA is definitely not pointed in the right
direction, but it has building blocks that could be put together to create
a product pointed in the right direction. Here are 10 steps that NWA TNA
can take to create a successful promotion:
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1) Figure out what you do better than WWE, and emphasize that. Figure out
what WWE is doing wrong, and emphasize that too. TNA is not going to
succeed if it is viewed as a second rate WWE. That is what it is doing with
its current direction. There is a lot the WWE is doing wrong. TNA needs to
try to do a better job at those things, and it will then provide an
alternative to WWE, as opposed to a "B" rate WWE. TNA needs to tell its
fans why it is better than the WWE right now. Have Mike Tenay talk about
how you don't have to see the owner's daughter all over the TV, or how you
don't get a bunch of lame comedy vignettes with NWA TNA. Call WWE out for
portraying necrophilia, or using HLA as a cheap promotional tactic. There
are a lot of people disenchanted with WWE, and if you convince them NWA TNA
is better, you can attempt to pick up a chunk of that audience. That is
what Eric Bischoff did when Nitro started in 1995, and it worked very well.
Establish a unique identity for the promotion, and take pride in that
identity. ECW did not necessarily create the niche I would have created, as
it was too violent for my liking, but it created that identity and believed
so firmly in it that the fans couldn't help but do the same. All the WWE
mistakes over the past two years make it easier for TNA to create its own
niche. Some of the most basic fundamentals of wrestling booking would
differentiate TNA from WWE. To begin with, have guys cut serious promos.
Don't have them do goofy comedy or try to be cool heels. Have them cut old
fashioned "I'm going to kick your ass" promos that adds heat to the product
and realism. WWE handed TNA Raven, and he's one of the best people in the
world at delivering that sort of interview. Konnan is a fantastic
interview. Ron Killings and Christopher Daniels have shown the potential
for that sort of interview as well. Figure out who can really talk, and
give them the stick. Create logical storylines. WWE doesn't follow any of
its storylines through, and if TNA focused on creating an air-tight show
every week that is devoid of any semblance of a logical flaw, it can start
to get its fans invested in the storylines. These are just examples, and
TNA can elect to emphasize different factors. However, it needs to decide
what it does best, and then run with that.
2) Figure out what audience you're aiming for. On one hand, TNA is aiming
for an older audience by bringing back the likes of Dusty Rhodes, Nikita
Koloff and the Road Warriors. On the other, it is producing a style of
television that is clearly aimed towards teenagers. A good product will
provide something for a number of different audiences. A bad product will
provide something to turn off a number of different audiences. That is what
TNA is doing right now. The new audience doesn't want to see old guys that
they don't know having boring matches. The old audience doesn't want
illogical booking and 40 angles a show. Once NWA TNA knows who it is
chiefly marketing towards, it can then try to attract other groups without
compromising the core product. When it doesn't know what its core product
is, there is a tendency to have no promotional direction.
3) Get a new top babyface and champion. That doesn't mean that Jeff Jarrett
shouldn't get a push. He's a solid talent and is one of TNA's most well
known stars. He should have a high spot, but he shouldn't have the top
spot. It's very similar to Triple H and Undertaker in WWE. Fans don't think
of Jarrett as "A" talent, they think of him as "B" talent. That's part of
why he did so poorly as a headliner for WCW. The fans never have and never
will accept Jarrett as a headliner. He doesn't have the charisma,
particularly as a babyface. In order for TNA to get momentum, it has to
have a star that its fans believe is better than anyone in WWE. That's not
Jarrett. There are a lot of choices as to who to build around. I think
Killings and Styles are the best choices, but regardless of who they
choose, they have to get beyond Jarrett as champion. The unfortunate
problem is that much like WWE, TNA has all sorts of political and family
alliances. It's going to be hard to convince Jeff Jarrett, Jerry Jarrett or
Vince Russo that Jeff needs a more supplemental role. Hopefully they will
pick up on this eventually and start to build around someone else. It's
very hard to create a fresh product built around top stars who aren't fresh.
4) Dump Vince Russo. I don't buy for one minute he isn't involved in the
creative process. His fingerprints are all over the product. And that is a
big problem. Vince Russo does not have clue one about what professional
wrestling is. He does Vince Russo television really well. But his idea of
professional wrestling destroys the foundation of the business, even at its
most successful. I am firmly convinced that Vince Russo has done more to
destroy professional wrestling in less than 10 years than anyone else in
the history of the century old business. This is not the sort of person you
want involved in your promotion in any capacity, and the flaws in his
vision of wrestling are present in the TNA product right now. A lot of the
product is quite entertaining. The show opening interaction between Russo
and Tenay towards the end of December was compelling television. So was the
Tenay-Schiavone interaction this past week. The problem is that these
segments don't build up future matches. The top stars of the show aren't
even wrestlers. Mike Tenay is not a top babyface. He is an announcer. Even
if he is needed to do the mic work for the anti-Russo troops, he should
have someone else by his side every single time, getting that guy over.
Likewise, Russo needs to be getting other people over. But he isn't. The
unquestioned top heel of the promotion is Vince Russo. All the angles flow
through him and all the wrestlers are either fighting against him or
fighting for him. He's not a manager, he's a McMahon. He's more concerned
with his own ego than with the NWA TNA product. It is his view that
wrestling will never be as successful as it was when he was working for the
WWF, and that sort of defeatist attitude isn't going to help a fledgling
promotion. He's not even a wrestling fan. He recently remarked on a radio
interview that he doesn't watch WWE wrestling, and there's no way he would
watch wrestling if it meant missing "Everybody Loves Raymond." Moreover, he
isn't even a good television character. His promos are average, he has no
idea how to build up matches, and he has a tendency to bury the product. No
good can come from having Vince Russo around, and they need to get rid of
him. Traditionalism vs. new wave is an okay top storyline, even if is
somewhat pass� following the NWO and DX. However, that is a lot different
from Vince Russo Friends vs. Vince Russo Enemies, which is what the product
is right now. There is a formula for how to book professional wrestling
that has been tried and true for decades. No one as influential in the
creative process as Vince Russo has ever had less of a grasp of how to act
on that formula. So keep the book the hell away from him!
5) Surprises cannot be the focus of the show. There is only a finite number
of people you can bring back as surprises. People enjoy seeing their old
favorites. It is a way to make the show exciting. However, it is not the
foundation of any show. The storylines and feuds need to advance to build
long term interest. Surprises are a short term remedy, but until the focus
is fully on the guys you know will be there and not on those who might be
there, the show will never pick up real steam. The constant flow of
surprises also sends the subliminal message to fans that the regular NWA
TNA performers aren't good enough. TNA doesn't have enough faith in them to
focus on them, and instead tries to get you to watch by focusing on
surprise guests. The surprise guests don't put anyone over, and the result
is that the potential stars of the group never get over. TNA is clearly
booking to get a reaction from the internet on Wednesday nights, rather
than to build up long term programs. It's WCW syndrome all over again. Why
are the lessons of that promotion so hard to digest? TNA ought to use
surprise guests from time to time in order to create intrigue, but it
should by and large advertise the most important performers on any given
show. If they are big enough stars and are tied sufficiently into the
storylines, they will help do better buy rates. If they aren't, then using
them as a surprise in a focal point just disappoints the fans that ordered
the show anyway.
6) Stop referring to the demise of WCW and the decline in the popularity of
pro wrestling. No one wants to watch a TV show that constantly reminds them
the product is dying. Baseball fans didn't want to listen to announcers
talk about a strike when a strike was approaching last year, and wrestling
fans don't want to hear about how wrestling is dying. TNA needs to be
presented as hip, and as something better. There is a very limited audience
of hardcore wrestling fans who will support wrestling no matter what. They
enjoy hearing shoot comments about what happened to WCW. But the goal of
TNA needs to be drawing a bigger audience than that. That bigger audience
isn't going to come when TNA constantly rubs it in your face that they are
a minor league product comprised of the lesser remnants of a dead promotion
that WWE didn't even want. That's not my framing of their promotion; that's
their own framing. If the people in charge of your creative direction, like
Vince Russo, doubt whether the business will even exist in a year, they
shouldn't be booking. The people in charge should have complete confidence
that what they are doing is going to succeed, and if they do the fans will
follow suit. WCW didn't die because wrestling doesn't work as an
entertainment form. WCW died because the people in charge made countless
mistakes that were obvious to everyone involved. If TNA avoids those
mistakes then there are no parallels that can be made between TNA and WCW.
7) Emphasize the X Division. The X Division was the strength of the show
last year. Since then, they have done a good job of defining better who the
X Division wrestlers are. The problem is, they don't have lengthy matches
against each other any more. When Jeff Jarrett was doing radio interviews
hyping up TNA last year, he emphasized that the 2 hour no commercial
timeslot gave TNA flexibility to have longer matches if desired. They have
given up on that, however, ever since right around the time Russo became an
"on-air performer." Matches are the backbone of wrestling. Have excellent
matches every week with Amazing Red, AJ Styles, Jerry Lynn, Kid Kash, Low
Ki, Elix Skipper, Christopher Daniels and company. Exciting lightweight
wrestlers is one of TNA's strengths. Take advantage of that! Don't stick
these guys into tag team matches with either of the Harris twins. TNA
doesn't have to structure itself like Ring of Honor. However, it ought to
take advantage of the great wrestlers it has, and the best way to do that
is a strong focus on the X division, and the X division title.
8) Put together matches that have the potential to be good. The aspect of
NWA TNA that most resembles WCW at the end is the way they throw together
matches without any understanding of how to book professional wrestling.
Professional wrestling is not a sitcom where you throw together all sorts
of different "characters" and then have them interact in different
situations. Wrestling is about creating a group of heels that the crowd
dislikes, and a group of faces that the crowd roots for. They don't have to
be simplistic cartoon characters, but they do have to clearly defined. You
then match them up against each other with an eye for making entertaining
matches that people will pay to see. Paul Heyman was always very good at
this in ECW, in terms of hiding people's weaknesses and creating meaningful
feuds. Wrestling has a place for entertaining characters who cannot wrestle
particularly well. However, you have to be careful with them so you don't
have a series of bad matches. On last week's show they had matches
featuring David Flair vs. Jerry Lynn, Mike Sanders vs. Ron Killings, and AJ
Styles vs. Larry Zbyszko. These are matches that didn't even have the
potential of being good, and in making them, they squandered the talents of
Lynn, Killings and Styles. More attention needs to be paid to who they
match up. As Dave said on the last TNA report, Low Ki should never be in
the ring with Brian Lee. TNA needs to set its wrestlers up for success in
the ring, not doom them for failure. Not every match clicks, but there are
some matches that clearly will not click. Those matches need to be avoided,
unless they serve a clear purpose. There are people involved with TNA that
should have a really good sense for this sort of thing, like Jerry Jarrett
and Mike Tenay. They need to say something when the idea is proposed for
Ron Harris vs. Amazing Red.
9) Create a sense of order. The shows consistently feel exceedingly
anarchic. It doesn't seem as if anyone knows exactly what is going on, and
the show has a feeling of chaos. Obviously, this is to an extent a
conscious decision by TNA decision makers. The theory is chaos makes the
show feel exciting and unpredictable. The problem is that this isn't the
right time or promotion for that sort of philosophy. So much has happened
in wrestling the past 5 years that a restoration of order is needed for any
promotion. This is particularly true for a new promotion, which needs to
teach the viewer the basic rules of the promotion before violating them. If
the rules are never established, the transgressions on those rules don't
mean anything. A piledriver would mean a lot in promotions like Memphis or
later Smoky Mountain Wrestling solely because it had been banned. The shoot
interviews going back and forth don't mean nearly as much in TNA because
they don't fit into a broader context that the promotion has established.
Additionally, this "Crash TV" feel that TNA has taken in particular the
past few months is bad for the weekly PPV medium. It has better potential
on cable TV, where channel surfing viewers might be enticed to tune in. The
people who watch TNA have ordered the show already. Shocking TV doesn't get
any new viewers. This lack of order is most clear in Mike Tenay. He has the
potential to bring respectability and credibility to a product, and to
convince the fans of what the promotion wants to get across, like a Gordon
Solie, Lance Russell or Jim Ross of years past. TNA instead has turned him
into an excitable, angry borderline maniac. When Mike Tenay is swearing and
yelling, there is no basic feeling of stability. Without stability, nothing
you do has much impact.
10) Get a regular TV show. I know, easier said than done. But this is the
only way to create a profitable company. The current system doesn't build
up future matches very well at all. Thus, it is extremely hard to build
momentum. You get momentum in wrestling by taking the fans on a voyage
towards a particular match. TNA doesn't have that direction. A TV show with
a monthly PPV would do that. It would force them to build up feuds over
time, rather than going week to week. Additionally, it is clear by this
point that TNA is never going to get a large audience through the weekly
PPV route. It needs to build an audience through free TV, and then get them
to buy PPVs. Put together a tape of TNA's best stuff and sell it like crazy
to every cable network you can find. It's going to be tough, but if TNA
works hard enough, it can get a prime time program somewhere on cable. WWE
is weak enough right now that if TNA is able to get a TV program and create
great television, it can grab some of WWE's audience. I would try to go
head to head with Raw. Raw has been a consistently poor product, so if you
put on a good product, you can grab a good chunk of that audience and
create some enthusiasm about wrestling again. If you don't put on a good
product, you would have died in a different time slot anyway, so you might
as well go all out. The problem with WWE is that they book week to week,
and the current format of NWA TNA encourages week to week booking. By
getting a TV show and doing less frequent PPVs, TNA can build up programs
and matches, and get a lot more people to order those PPVs. No wrestling
promotion in history has sustained itself on interviews and surprises. It's
silly I have to even say this, but wrestling needs important wrestling
matches to succeed. TNA has yet to build up a match that feels truly
important, and a lot of that has to do with the current format. Wrestling
TV is best served to build up to a big card. Wrestling has always separated
the buildups of top feuds from the payoffs of top feuds. TNA is treading on
dangerous waters in trying to do both on the same show. Thus far, it hasn't
worked.
wrote:
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