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People in general buy shows based on the main event, or maybe the top 2 or 3 matches. So if the numbers are in the tank (compared to other shows in that time period) then its fair to blame the people in the main spots. You shoudln't make a rash decision for just one show, because anything can happen, it could be a fluke, but if you start to see a pattern, then changes may be appropriate.
I think the main event programs have went relatively slow. HHH and HBK were fueding from January to June (6 months for anyone counting) and that overlapped the Benoit-HHH program which went on from February to July. So again, thats a 6 month program. Now, after a 2 month break, they are back to HHH-Benoit-HBK as the top storyline, with Orton in the background waiting in the wings. So I could see how people would argue the problem is that there aren't enough variety in the top level programs which sell the shows.
In terms of length of matches, thats how they did it in the boom period and they did really really well. Its not that matches 'have' to be bad, but I do think that when you give away 20 minute matches for free on TV between top guys, its going to make people second guess the idea of watching PPV matches that are often times inferior to whats been on TV. Best example is the No Mercy show vs the Eddie-Angle matches that were on Smackdown. I mean what would you have rather seen Eddie vs Angle 2/3 Falls for $35 or Reigns vs Eddie and Show vs Angle for the same $35?
What was great about the booking in the late 90's/early 00's was that you'd get a ton of guys over on TV with short matches, very little would be settled on TV, but you felt drawn in to see the show the next week. Ultimately leading to big matches on PPV. The PPV matches were generally better than anything that you'd see on TV, so the people who paid to see the PPV's felt like they got their money's worth.
They also need to switch up talent a little more frequently between the brands in order to create more fresh match-ups. This goes back to RAW's problem now with HHH/Benoit and HBK as the only viable main event guys (Orton needs to be saved), and yet we've seen every combination of those guys on PPV all year, so its old, and nobody really wants to pay to see it over and over. If they had guys switch shows more often at least then there would be more match combinations throughout the year that could be explored. You could have Taker go over to RAW for a couple of months to work HHH, and HBK could come the other way to work JBL, or lets say the belt is on Kurt, and there's program people would want to see.
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