This past week on Monday Night Raw, WWE Hall of Famer Mick Foley made a rare appearance to announce the addition of a brand new title to the already expansive collection of active titles.
Of course, the big reveal ended up being a rebranding of the classic Hardcore Championship called the WWE 24/7 Championship, which can be defended anywhere, at any time, by anyone regardless of their brand.
According to the Wrestling Observer Newsletter, the idea to create a 24/7 title was actually one of many creative ideas pitched by the USA Network in an attempt to increase third hour viewership of Monday Night Raw.
The third hour is currently WWE’s biggest problem right now, as it generally falls low enough to tank the weekly average in a major way. As reported, a brand new “Stone Cold” Steve Austin interview series will also begin airing following Raw later this year, which is another very obvious attempt to hold fans over from the second hour to the end of the show.
The Observer also noted that the USA Network has been complaining for quite some time about the red brand’s declining viewership, which makes sense given how much money they have invested in WWE’s flagship show (which also happens to be the network’s flagship show).
A source also noted that most of the idea sent in by the network were terrible, but Vince McMahon ultimately knew he needed to run with at least one of them, and the 24/7 Championship seemed like the best idea of the bunch.