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The WWE is tossing everything but the office desks into building up the feud between champ John Cena and challenger Randy Orton. And it’s working well.

By involving Cena’s father in the feud, Orton comes across as dangerous and evil, rather than just as a cocky jerk, which often has been his usual persona. Orton is taking his heelishness up a notch by going along with a storyline portraying him as an utter bastard of Dennis Radar proportions.

As a result of a clearer good/evil feud, Cena-Orton has become the most intriguing storyline in WWE this year. Here’s hoping the company can keep it creative and entertaining for a few more PPVs to come. If done right, Cena-Orton could become WrestleMania-worthy, although I believe the title needs to change hands at least once before WrestleMania in order to legitimize Orton as actually title-worthy, to back up his pure heelish villainy.

In beginning to deal with the reality of the high mortality rate of its performers, according to PWTorch.com, WWE last week released a letter to all of its performers, past and present, to pay for, in full, any needed drug and/or alcohol recovery treatment. Perhaps now, Jake “the Snake” Roberts can have a chance to put his life back together again, considering the state he was in when last viewed by the public in the pro wrestling documentary, Beyond the Mat.

While some may criticize the company for offering a measure that is, in honesty, too little and too late for so many, at least it is a step in the right sort of direction, and not some cheesy apology gift like tickets to the Hannah Montana tour.

Here’s a transcript of the letter sent out by WWE:

Over the last ten years, an inordinate number of wrestlers have passed away. Some of those deaths may in part have been caused by drugs and alcohol.

In an effort to prevent such tragedies in the future, the WWE is willing to pay for drug and/or alcohol rehabilitation at a certified treatment chosen by WWE for any performer with a prior WWE booking contract who may need this service. The WWE will pay for this service in full.

There is no cost to you or your family. Help will be provided regardless of the circumstances of your departure from the WWF or the amount of time you performed for the WWE.

If you do not have a drug and/or alcohol problem, but know you know a former WWE performer who does, we are asking you to try to help them by encouraging them to take advantage of this opportunity.

Liz Difabio has been appointed as a representative in this matter. Liz has been with the company for over 24 years and has been directly involved with the majority of WWE performers who have received treatment for substance abuse. She understands emotions that individuals and family members go through in this process. Any conversation you have with Liz will remain confidential and will not be released to the public.

In many instances, an individual in need of help is in denial and will not want rehabilitation. There are professional intervention companies that will help persuade that person that they need treatment. Liz will be able to facilitate such interventions, should they be necessary. An intervention and treatment will be at the cost of WWE exclusively.

This service is being provided for performers with a prior WWE booking contract only. No family or friends. Please reach out to Liz if you think you might have a drug or alcohol problem or if you know someone who does. We all need to do anything we can to help prevent another tragedy.

Sincerely,

Vincent K. McMahon
Chairman, World Wrestling Entertainment

It simply didn’t rank up there with Sanford and Son’s Redd Fox grabbing his chest and yelling heavenward at his deceased with that he’s coming, the big one had arrived. Instead, it played like a bad parody of that.

I’m speaking, of course, about the Teddy Long-Kristal wedding that dominated last Friday’s WWE SmackDown. With all the real-life health problems, all the real-life deaths and all the real-life tragedies the WWE has suffered, they never seem to learn that fictionalized tragedies are not entertaining.

One would think, after last summer’s badly-botched, terribly-timed “death of Vince McMahon” storyline that too closely mirrored the real-life Benoit family tragedy, that it would be a bit longer before the WWE went the “fake death” route again.

Unfortunately, they seem to have gained no wisdom in this area at all, as Friday’s program verified. Every creative type responsible for Friday’s show should be given a set of dog tags to wear that read: WARNING! This WWE creative type may be allergic to entertainment. Keep away from shooting scripts!”

It’s somewhat amusing but also a cop-out finish to what was an intriguing storyline for a while there. It’s not as bad as Mae Young giving birth to a hand, but here’s the WWE press release anyway:

==

STAMFORD, Conn., September 11, 2007 – Five weeks after the WWE® Chairman was served with a paternity suit for an illegitimate child he allegedly sired, it was announced on last night’s Monday Night RAW® (9/8pm CT on USA Network) that Hornswoggle™ was the missing member of the McMahon family.

During last night’s show, Mr. McMahon’s moment of discovery was accompanied by a scowl of disbelief as Hornswoggle scrambled from under the ring and across the mat to cling tightly to his newfound father’s leg. The latest addition to the McMahon family marks the culmination of weeks of speculation in which the lawyer for the woman who brought the paternity suit against the Chairman dropped the clue last week that, “things are looking up.” The lawyer then dropped additional clues one by one on last night’s show to finally reveal the Lil’ Bastard, as he had been appropriately known.

Log on to wwe.com for the latest news on Mr. McMahon. Additional information on World Wrestling Entertainment, Inc. (NYSE: WWE) can be found at corporate.wwe.com. For information on our global activities, go to http://www.wwe.com/worldwide/.

Well, sounds like you can put a tablecloth over the WWE as we know it. With so many wrestlers falling by the wayside, it’s inevitable that there will be a lot of new talents brought in.

Here’s a decent recipe for better success: stop hiring superhuman-sized body-builders and start focusing on things like talent, personality, charisma, and the ability to entertain in the wring.

Folks like Mick Foley weren’t fan favorites because he was the largest, most cut body builder around; he was was a fan favorite for his humor, his personality, his passion and his talent. The wrestling skills were passable in the ring, but it was his sense of entertainment that made a Mick Foley match a “wow” match.

One of the best moments in Raw history had nothing to do with big biceps and Hogan-style 26-inch pythons. It was Foley interacting with The Rock in the “This is your life” segment.

Or when Chris Jericho debuted on Raw by out-talking The Rock with his mic skills.

Let’s forget about who as the sharpest, most defined abs and get back to putting the entertainment in sports entertainment.

The WWE is attempting to crack down on wrestlers violating the company’s wellness policy, but the attrition rate is getting a bit startling.

Since 11 wrestlers were suspended in one fell swoop recently, more names have been added to the list of wrestlers being confirmed as cut by WWE, some of whom have shown up, allegedly, as customers of the shady online pharmacy that started this whole scandal.

Here’s a rundown:

* Although not confirmed to have done anything illegal, wrestler Paul Wight, better known as The Big Show, was named as an online pharmacy customer. Wight left the WWE in late 2006/early 2007 after losing the ECW title at the ECW December to Dismember PPV event and has not been on the company’s active roster since.

* Although not confirmed to have done anything illegal, wrestler Ric Flair was announced to have been on this pharmacy’s list of customers as well. In possibly-related news, Flair has tentatively filed papers to step down from the WWE, allegedly because he’s upset over the lack of useful storylines the company is placing him in; however, Flair and WWE are said to be working on terms of a possible return. However, all of this could be a smokescreen to cover for alleged online pharmacy connections for Flair.

* Wrestler Nick Dinsmore, known in WWE as Eugene, has been released from the WWE. He was allegedly suspended by the company for a time on the basis of substance abuse, about a year ago.

* Sylvan Grenier, a former WWE tag-team champion, came out and admitted he was one of the wrestlers suspended by WWE for allegedly being a customer of the online pharmacy at the heart of the company’s HGH/steriods scandal, but of course insisted it was false, he was a customer, but had done nothing wrong.

Of course, it’s interesting to note that none of the WWE divas have been part of the HGH/steroid scandal. Now, if there’s ever a WWE scandal over boob jobs and wearing expensive jewelry, then watch out, diva fans! Heads and other body parts will be sure to roll… or at least bounce!

Here’s a press release from WWE about a rare offer of free service of their WWE 24/7 On Demand product. It’s pretty interesting, so here goes:

STAMFORD, Conn., July 23, 2007 – World Wrestling Entertainment® is giving away a free month of its subscription video-on-demand service, WWE 24/7™ On Demand, to celebrate the crowning of WWE’s Biggest Fan. The “Are You WWE’s Biggest Fan?” contest is being held this summer by WWE, Ziddio.com and cable affiliates across the country. The contest has exceeded all expectations — receiving 642 individual submissions and more than 342,000 video views to date.

The free offer will take place during the month of September, and will be available to new subscribers of WWE 24/7 On Demand. WWE will be showing the Biggest Fan finalist videos, as well as special footage from a red carpet event taking place in New York City during SummerSlam® weekend in August, at which WWE’s Biggest Fan will be declared. The new content comes in addition to an already extensive library found on the SVOD service, now available to more than 75 percent of VOD enabled subscribers nationwide.

“September’s month of WWE 24/7 On Demand to new subscribers celebrates WWE’s biggest fans by providing our biggest offering yet to entice them to subscribe to WWE 24/7,” said Lisa Richards, Director, Affiliate Marketing. “We’re focused on creating innovative promotions with our affiliates to drive more subscribers to the On Demand platform and to WWE 24/7.”

WWE 24/7 On Demand delivers the best of professional wrestling – all day, every day – from the world’s largest professional wrestling video library. With WWE 24/7, fans can relive legendary matches and moments with wrestling superstars past and present, as well as access exclusive new programming. In addition, each month features an overriding theme that is reflected throughout the programming. WWE 24/7 On Demand connects viewers to timeless action and the intense drama that fans expect from WWE.

The “Are You WWE’s Biggest Fan?” contest is open to legal residents of the United States who are at least 16 years old. No purchase necessary to enter. Detailed information on the “Are You WWE’s Biggest Fan?” contest, including the Official Rules, can be found at www.Ziddio.com/wwe when the contest opens on May 18.

Ziddio, a site developed by Comcast Interactive Media, hosts user-generated videos on its website, Ziddio.com, and also showcases top-rated videos on Comcast’s Video ON DEMAND service. The “Are You WWE’s Biggest Fan?” contest is sponsored by Comcast Interactive Media. More information on Ziddio can be found at http://www.ziddio.com

Additional information on World Wrestling Entertainment, Inc. (NYSE: WWE), can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to http://www.wwe.com/worldwide/.

I’m thinking anyone who’s a WWE fan would have a hard choice to make between that and a pearl necklace as a gift for their sweetie!

Last week, the New York Daily News speculated about which WWE superstars had been suspended for violating the company’s substance abuse and wellness policy. But if the Daily News’ list was accurate, Monday’s Labor Day Raw broadcast offered little in the way of confirmation. In fact the broadcast practically had more to do with Penn State football than with confirming any suspensions.

The most notable development was Umaga losing the WWE Intercontinental title to Jeff Hardy; the loss is expected to set up Umaga’s absence, which is believed to be suspension-related.

Raw GM William Regal was also taken out in storyline, setting up his suspension-related absence. Tag team Cryme Tyme was released in a move believed to be not related to drug suspensions, but mischief-making backstage.

Charlie Haas jobbed in a tag match but did not appear to be written out of the storyline by injury.

Raw seemed to be going full-steam ahead with the Randy Orton-John Cena feud, and word around the ‘net says that Orton believes he is safe from suspension at this time.

It is also believed that Batista, part of the Smackdown roster, was put on the media’s list of suspended wrestlers in error. Santino Marella was also a big part of the broadcast and did not appear to have been written out of storylines. The same goes for Ken Anderson (Mr. Kennedy.)

We’ll continue to monitor WWE broadcasts to see if the media’s list is accurate; but Pro Wrestling Views continues to look forward to simply immersing ourselves back into WWE storylines, not WWE headlines.