WWE Pins Down Rebranding Efforts

By R. Thomas Umstead
( Broadcasting & Cable )
published

World Wrestling Entertainment announced Thursday it will launch a new WWE cable network over the next year as part of a major rebrand of the company.

The company will now be rebranded as WWE and will look to acquire entertainment content companies as well as outsource its television and film production, live event programming and licensing efforts, according to company officials.

Also on tap for WWE is the launch of a new, branded network over the next 12 to 18 months, a project
WWE Chairman and CEO Vince McMahon has alluded to in the past.

The company also said it will look to develop original scripted, non-scripted and animated programming, which includes the April 4 launch of reality series Tough Enough on the USA Network. The series, which pits a group of 12 individuals looking to become the next WWE Superstar or Diva, averaged 3.3 million viewers for its premiere episode.

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R. Thomas Umstead
R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.