 WWE acquired Extreme Championship Wrestling and its video library in 2003 and later began reintroducing ECW through a series of DVDs and books. The enormous popularity of ECW merchandise prompted WWE to organize ECW One Night Stand, an ECW reunion pay-per-view in 2005. The financial and critical success of the event motivated WWE to organize a second One Night Stand the following year. With rejuvenated interest in the ECW product, WWE began exploring the possibility of reviving the promotion full time. On May 26, 2006, WWE announced the launch of ECW as a stand-alone brand, congruous to Raw and SmackDown!, with its own show on the Sci Fi Channel.[17] Despite initial concerns that professional wrestling would not be accepted by the Sci Fi Channel's demographic, network President Bonnie Hammer stated that she believed ECW would fit the channel's theme of "stretching the imagination". Sci Fi Channel is owned by NBC Universal, parent company of USA Network and exclusive cable broadcaster of WWE programming. The ECW brand initially attempted to differentiate itself from WWE's other brands. The hard cameras were placed in a different location and the ring mat had an ECW logo on it. The male performers were also referred to as "Extremists" as opposed to Superstars, and female performers were called "Vixens" instead of Divas. It also featured original ECW talent. Later however, changes were made to differentiate it from the original ECW promotion, including changing the original promotion's rules where weapons were legal in all matches and there were rarely any count outs or disqualifications. WWE now classifies such matches as having "Extreme Rules", and are only fought when specified. The only pay-per-view event hosted exclusively by the ECW brand since its launch was December to Dismember in December 2006. On March 14, 2007, before another one could be scheduled, WWE announced that all future pay-per-views would feature all three brands. Former ECW owner Paul Heyman served as the on air "ECW Representative". According to an interview in the UK newspaper The Sun, Heyman wrote the brand's weekly scripts and submitted them to writers for possible changes, and then Vince McMahon for final approval. Following the December to Dismember 2006 Heyman was relieved from both his on and off air duties with World Wrestling Entertainment. After Heyman left, there was no ECW authority figure until August 14, 2007, when Armando Estrada was announced as the General Manager. On June 3, 2008 Estrada was replaced by Theodore Long as General Manager of ECW. |
