In 1997, to compete with the adult oriented flavor of WCW; a company that was beating the WWE (then WWF) in terms of television ratings on a weekly basis, the company adopted an approach that involved violence, blood, profanity and sexual content. This would be known as the ‘Attitude Era’ and commenced in 1997. Through the Invasion Era and the Ruthless Aggression Era, this style of programming would continue, until it died a death in the year 2008. This would be the beginning of what was known as the PG era, whereby the programming content went in a more family-friendly direction. As of today, WWE content is still rated PG, much to the dismay of many long time viewers. We explore the reasons, why WWE made such a drastic change in its programming, in this article.
10: The Chris Benoit double murder/suicide tragedy
In an incident that sent shockwaves around the world, renowned professional wrestler Chris Benoit killed his wife Nancy (otherwise known as Woman) and his son Daniel between June 22-25, 2007. This incident was not just a tragedy, but a PR nightmare for the company. The media milked this opportunity to explore themes such as ‘violent programming’ and ‘explicit themes’, etc. In lieu of such events, it was but natural that the WWE had to tone down its content for the long term sustenance of the product.
9: Linda McMahon’s political ambitions
Linda McMahon was one of the most beloved characters of the Attitude Era. However, the era was characterized by several edgy themes, including Trish Stratus getting on her knees, barking like a dog, and subsequently stripping to her underwear. Linda’s opponent-Rob Simmons, capitalized on this, by highlighting this incident during his campaign. While Linda’s team was quick to respond, the damage had already been done. This incident paved the way for what was to become the PG Era.
8: Avoiding legal complications
Lawsuits and the WWE have always gone hand-in-hand. To minimize legal damage, the company has adopted a much more cautious approach over the past few years. Case in point, the banning of Seth Rollins’ finisher ‘The Curb Stomp’. Vince McMahon and the rest of his team felt that because of how easy it was, it would be imitated by kids and create legal trouble for the WWE. A PG environFamily-orientedrs a safer legal environment.
7: Sponsors
With the great surge in popularity of the UFC, most of the adult oriented sponsors who once invested in the WWE, now moved to MMA. Most of the sponsors that remained would not invest in what was essentially a brand that did not cater to their audience. So in order to expand the audience, the content was made far more family friendly. Can you imagine Kay Jewelers or DeVry university as sponsors during the Attitude Era?
6: Return to the classic 80s/90s programming
The Golden Era of the WWE was considered wholesome family entertainment with characters that were cartoony in nature, as compared to the realistic figures of the Attitude Era. When they had no more competition in the form of WCW, the WWE decided to return to its roots and provide entertainment to the entire family (as opposed to young adults alone).
5: Competition with Disney
Vince McMahon has often remarked that his biggest competition isn’t other wrestling promotions or the UFC, it is Walt Disney. The tag ‘sports entertainment’ is in line with his vision, where he continuously strives to put smiles on faces.
4: Garnering the widest audience
The WWE is a global enterprise now, with an audience far and wide. In order to expand to new territories, a family oriented product is easier to market and sell, than an adult oriented one.
3: John Cena
Much like the trash talking Texas badass Stone Cold Steve Austin represented the Attitude Era, John Cena embodies the spirit of the PG Era. A hit with the younger demographic, Cena stepped up to the plate and became the face of modern day WWE. And with such a clean cut figure at the helm, the PG era was imminent.
2: Merchandise tie-ups
With the whole PPV business no longer as profitable as it’s been historically, WWE relies significantly on retail and merchandising to drive its business. One of the most lucrative deals that the WWE has currently is with Mattel, and its line of action is figures based on WWE superstars. A family-oriented brand, Mattel is the definition of PG. Therefore, going PG has made the WWE a lot more money than ever before.
1: Wrestler safety
In recent times, the physical health and well being of wrestlers is a matter of paramount importance. As a consequence, blading one’s forehead, which was a staple of the Attitude Era, is a strict no-no in the PG Era. It is considered a taboo in today’s times, because of increasing concerns about AIDS and Hepatitis. Similarly, the deadly spots that were a staple of the Attitude era, are no longer as commonplace. Working in a PG environment discourages bleeding and blading of wrestlers.
What makes Sting special? His first AEW opponent opens up RIGHT HERE.
