WWE Raw, 1997

Vince McMahon:
It has been said that anything can happen here in the World Wrestling Federation, but now more than ever, truer words have never been spoken. This is a conscious effort on our part to "Open the Creative Envelope", so to speak, in order to entertain you in a more contemporary manner. Even though we call ourselves "sports entertainment" because of the athleticism involved, the key word in that phrase is "entertainment". The WWF extends far beyond the strict confines of sports presentation into the wide open environment of broad-based entertainment. We borrow from such program niches like soap operas like The Days of our Lives, or music videos such as those on MTV, daytime talk-shows like Jerry Springer and others, cartoons like The King of the Hill on Fox, sitcoms like Seinfeld, and other widely accepted forms of television entertainment. We in the WWF think that you, the audience, are quite frankly tired of having your intelligence insulted. We also think that you're tired of the same old simplistic theory of "good guys vs. bad guys". Surely the era of "The superhero urge you to say your prayers and take your vitamins" is definitely passe. Therefore, we've embarked upon a far more innovative and contemporary creative campaign that is far more invigorating and extemporaneous than ever before. However, due to the live nature of Raw and The War Zone, we encourage some degree of parental discretion as it relates to the younger audience allowed to stay up late. Other WWF programs on USA such as Saturday Morning LiveWire and Sunday Morning Superstars, where there is a 40% increase in the younger audience, obviously however need no such discretion. We are responsible television producers who work hard to bring you this outrageous, wacky, wonderful world known as the WWF. Through some 50 years, the World Wrestling Federation has been an entertainment mainsray in North America and all over the world. One of the reasons for that longevity is as the times have changed, so have we. I am happy to say that this new vibrant, creative direction has resulted in a huge increase in television viewership, for which we thank USA Network and TSN for allowing us to have the creative freedom, but most especially we would like to thank you for watching. Raw and the War Zone are definitely the cure for the common show.