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What they need is a good storyline. Stories are why people tune in to a show week in and week out, whether it's who's going to get kicked off next on Survivor/American Idol, or what happens next on Heroes, or who's going to hook up next in the Office, it's a story that gets people to come back for more.
The stories in the Attitude Era were simple: the nWo vs. WCW and Austin/DX vs. McMahon/Nation. People tuned in to watch the story that was unfolding concerning Hollywood Hulk Hogan, Eric Bischoff, Sting, Austin, McMahon, the Corporation. And not all of the characters remained stagnant, they didn't remain the same throughout. Rock changed A LOT throughout the Attitude Era. Mankind evolved into a WWE legend. Undertaker played a heel and a face. There were ups and downs for fans to watch and pay attention to.
What dynamic story is there today? Vickie and her power trip is interesting, but it's revolving around the same 3 fucking guys that it has been for the past year and a half: Undertaker, Edge and Batista. RAW has no through-line. It's just talking heads and pointless match making. The last good main storyline was Jeff Hardy's chase for the WWE Championship. People were buying into that and enjoying it because it was a week to week story, albeit not a very creative one, where Jeff would keep doing things to one-up the WWE Champion. Randy Orton, John Cena and Triple H generally just yell at each other, never saying anything new, and then wrestle some combination of them, plus Jericho or JBL here and there, and that's the show.
That's the show, but there's no story there. It's just not interesting anymore.
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