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WWE introduced the 24/7 Championship this past Monday on RAW. The title was introduced after mounting pressure from USA Network.
According to Dave Meltzer in the latest edition of The Wrestling Observer Newsletter, USA Network has continued to pressure the company about declining ratings, more specifically in the third hour. The idea of a new title was brought forward by someone at the network.
“They have continually pushed Vince McMahon to try and fix the third hour, since historically, the 10-11 p.m. hour was always the highest rated on Raw until recent years.” Meltzer stated. The company has made changes over the last few weeks, including introducing the Wild Card Rule, which allows competitors to move between each brand.
Meltzer explained, “USA Network of late was sending in all kinds of ideas to WWE to bring up the third hour ratings. One person with knowledge of the story said the ideas were all terrible, but the 24/7 idea was the best one and McMahon knew he had to take one of them.”
It’s unclear how much time before the initial idea was given, and when the unveiling of new title was introduced.