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We need to start with the title becoming vacant.
Raw opens with a nice video package series tracing the lineage of the title - showing all the greats who had held it and have those greats talk about how it elevated them.Cut in scenes of memorable spots and iconic moments dealing with the title.
(well I'm sure HHH would rather open with the regular 15minutes of arguing)
Then is announced that on the next PPV will be a 4-way ladder match. Leading up to that will be qualifier matches on raw to determine the participants.
Before each match we have interviews the 2 wrestl...superstars. These will be the kind "the real sit down and talk it through" type interviews. the kind of interviews they used to build the Iron Man match between Hart and HBK. Each could almost be a small bio on each qualifier and why he needs to win the IC belt. These don't have to be long - they can be packaged into 2 minute segments. Each one played after the first and second ad break.
The whole build for this ppv ladder match is more akin to an athletic competition than a storyline that involves text messages and other such shit.
After the final qualifier match Pat Patterson walks to the ring with the IC title. The four participants are in the ring - A brawl breaks out. That takes us into the next ad break as the commentators really sell how badly these superstars want the title.
(then the usual main eventers close raw)
The Ladder match at the PPV should be the match of the night even if its on second to last. After the winner should be a heel who narrowly cheats his way to win (perhaps by outside interference). This would set up a babyface to chase for the title on raw.
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