The April 2 Raw Is War gave TNN the highest rating in its 18-year history. Robina says the network recently invested heavily to obtain long-term rights to Baywatch, V.I.P., CSI and the Star Trek franchise, including three TV series and five movies. TNN, part of Viacom's MTV Networks, also will launch five new series revolving around real people. At the same time, the WWF move forced USA, whose name at times seemed synonymous with wrestling, to focus more on its general entertainment offerings. As part of that effort, the network last month hired Doug Herzog, a former Fox entertainment chief, as its new president.
Wrestling is a blessing and a curse.
The blessing was high ratings and a lot of heat. The curse was that a lot of viewers only came to wrestling, not for anything else. Now it's gone. And that's where the opportunity is. USA dropped from a commanding No. 1 position in viewers in cable prime time during the first quarter of 2000 to second place this year.