After struggling against Ted Turner's World Championship Wrestling (WCW), McMahon cemented the WWF as the preeminent wrestling promotion in the late 1990s when he initiated a new brand strategy that eventually returned the WWF to prominence. Sensing a public shift towards a more hardened and cynical fan base, McMahon redirected storylines towards a more adult-oriented model. The concept became known as "WWF Attitude", and McMahon commenced the new era when he manipulated the WWF Championship away from Bret Hart at Survivor Series in what is now known as the "Montreal Screwjob." McMahon, who for years had downplayed his ownership of the company and was mostly known as a commentator, became involved in WWF storylines as the evil Mr. McMahon, who began a legendary feud with Stone Cold Steve Austin, who challenged the boss's authority. As a result, the WWF suddenly found itself back in national pop-culture, drawing millions of viewers for its weekly "Monday Night Raw" broadcasts, which ranked among the highest-rated shows on cable television. In October 1999, McMahon led the WWF in an initial public offering of company stock.