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The Story of the Development of NWATNA - A New Concept in Pay-Per-View Programming

by Jerry W. Jarrett

176 pages; quality trade paperback (softcover); catalogue #04-0707; ISBN 1-4120-2878-7; US$19.99, C$25.00, EUR16.25, £11.26

This is the behind the scenes story of the development of the NWATNA. This story is the intrigue of overcoming great odds with very little resources. It is the story of perseverance overcoming huge obstacles.

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About the Book      About the Author      Excerpts      Catalogue Information

About the Book

When the WWE bought WCW from Turner/Time Warner, they were basically the only professional wrestling company in the US. Jerry and Jeff Jarrett knew the needed capitol to begin a traditional wrestling company was beyond their resources. the father and son team realized that a new concept would be necessary to accomplish the task of starting a national wrestling company. Against great odds, the largest time allotment contract with the pay-per-view providers, InDemand and Direct TV was negotiated. With the seed money (1,000,000.00.) and a boat load of optimism, the Jarrett's set out to form a start up International wrestling company.

After bankers promised loans and then withdrew at the last minute, Health South came in as the financing partner in the venture. Health South was forced to pull out without notice because of international problems and with a window of only 30 days, a replacement for Health South was found when Panda Energy bought into the project.

The road was never an easy one. From discovering that a key man who handled the PPV end of the business was on the payroll of the company that handles WWE PPV's at the same time, to receiving forged documents form InDemand, to wrestlers that had verbally committed to NWATNA suddenly getting attractive contracts with WWE, the venture has survived.

Today, two years after the launch, this company that insiders gave no chance of survival, has produced 90 weeks of pay-per-view programs, and is seen around the world on international television. NWATNA has secured a deal with a major television network.

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About the Author

I literally grew up in this unique world of professional wrestling. My first job in the business was selling programs at the local matches. I have been a referee, a wrestler, a booker/writer, promotion owner, consultant, and every job in between. the landscape of professional wrestling business changed with the global expansion of WWE and WCW, so I sold my regional business and thought I'd ended my life's work in and around the business of professional wrestling. I began a construction company/development business and was enjoying life with my youngest son Jason, who had joined me in our construction business. Jess, my wrestling son began by simply requesting me to help guide him in hi efforts to start his own company, From that simple beginning, I found myself in a sea of high risk, high drama,lawsuits, and the wacky world of "New Age" professional wrestling, that some now call "Sports Entertainment". This book is the results of excerpts from my daily journal that recount the experience of launching NWATNA.

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Excerpts

Dedication

To Jeff, Jennifer, and Jason in hopes that you will gain wisdom, without suffering too much pain.

Note from the author:

I began this journal for my personal record of what I thought would be a landmark year in my life from a financial standpoint. I wanted a daily record to be able to leave to my children.

While I had no idea at the time this journal began, that I would ever be back in the business of professional wrestling, the excerpts taken from this journal give a day-to- day story of the development of NWATNA. The wrestling venture began and has survived against great odds and unbelievable setbacks.

I find it hard to believe that God would care if we had a wrestling business or not, but the events of the past year leave me no other explanation. We began the project with $1,000,000.00 and a boatload of optimism. In spite of setback after setback, we marched on toward our launch date and everyday put us deeper in debt and more at risk than I ever imagined. The laws of probability were defied with this venture because we found a company to venture into the professional wrestling business and finance our dream. Because of circumstances unforeseen, we found ourselves with less than a month to find a second company to finance our project. After a lot of thought and advice, I decided to only publish the material that related to our wrestling venture. While events in the wrestling venture were impacted by all the other events that were my life in 2002, the construction business, my interaction with my wife, my family, and friends made the story convoluted and difficult to follow.

During the edit process, I was tempted to edit and rewrite many passages. This process has enlightened me to the fact that not only do we often regret speaking to others in haste or while emotions are high, in retrospect, we regret writing our thoughts to ourselves. Time has a way of smoothing out the hurt feelings and bruised ego. I have not edited or rewritten my thoughts at the time the journal was written. This journal reflects my emotions on the day events occurred.

While I have dedicated this book to my children, I would be remiss if I did not mention the unyielding support of my wife, Deborah. She was my rock during the darkest hours along this journey. I remember the lines in a short story titled 'Death of a Hired Hand', "Home is where, when you have to go there, they have to take you in. I should have called it something I haven't to deserve."

3/17/02 - Savannah, Georgia

This morning began with me writing a rather long email to Jeff, in which I stated my very grave concerns about our wrestling venture.

I then headed out on the long drive to Savannah. Jeff called very concerned about the email. It's hard to understand that he was unaware, but that is basically what he said. I reached Atlanta and stopped by the apartment because I was too tired to begin the last leg of the trip without a nap. Deborah called and woke me up or I might have stayed asleep until the morning. I then made the last part of the drive here. Vince Russo called and I explained my concerns about his writing style and how it was so very different from mine. I also reminded him that 38 years of success made it difficult to not believe in my style. (My email to Jeff follows)

Jeff,

I'm about to head to Atlanta and pick up Randall and then head to Savannah. I did not sleep well last night for a number of reasons. The BP delay has caused me to have to make some hard decisions in the construction business. I may have to lay off most of our people for a couple of months. The good ones will find jobs right away. This lack of good men when we do start up will not allow us to perform at the rate we should perform. It is critical that I get the stores in Savannah, even if it's at a loss, to avoid the massive layoffs.

This pressure alone was not the cause of my sleepless night. It is time for you and I to do some serious soul searching concerning the wrestling venture. I spent all day yesterday writing the first show. I did not write the show with the intent of the content being the first show. The purpose for the early effort, was to see the reactions of Vince Russo and you.

First let me explain that I'm well aware of the natural tendency to not appreciate the wisdom, experience, whatever, of parents. I reacted the same to Teeny. In some cases I was right, in some I was very wrong. Children who develop a mind of their own and a will of their own are a testament to the example of their parents. So please understand that I do not want you to agree with everything I do or say. However, when the basic principals are at odds between two partners, success is impossible. We face such a situation.

I have feared since the beginning the situation that has developed. I understand and really appreciate your respect for Vince Russo, Bob Ryder, Jeremy Borash, etc. etc., etc. I hope you can appreciate that I have almost the opposite regard for one I will explain my thoughts concerning Vince Russo. You have pointed out some circumstances that Vince worked under at WCW that well explains some of his decisions. I agree that he was in a position that I had refused to place myself. I agree that probably no one could have succeeded under the conditions that existed. However, this does not explain all his mistakes nor does it erase the fact that he failed and failed miserably at WCW. His reputation as told to me personally by Jimmy Hart, Hulk Hogan, Bill Bush, Kevin Sullivan, Brad Seigal, JJ Dillon, Lanita Ericson, Mike Graham, Jim Ross and Eric Bishoff, was that he would not compromise or even listen to another opinion. And that he was so 'hard headed' that he resisted changing his opinion even after failing over and over. I realize that you consider all of the above people to not be yours or Russo's friends and therefore would naturally be prone to knock Russo. But, can they all be so wrong in their opinion? Can there be a conspiracy so widespread to include all these people?

Ron Harris has worked hard for you without pay and not once I have had any reason to suspect that he has any ulterior motive. I hope you might spend a moment and contrast Ron's behavior to the others.

I am going over this situation in order for you to understand where I was even before yesterday's conversations. Since we began this effort, I hope you will consider the people that I've tried to cram down your throat. I know you will not be able to list one person, because I've made it a point to not make one suggestion. Of course, I have not been asked for a suggestion either. Every decision and every position has been decided without my inclusion or recommendation. I'm sitting here wondering if my 38 years experience in this business is that much of a negative.

I was under the impression that your intention was for me to serve in the capacity of an editor for the television shows. It was my understanding that my experience was to be a guide in the creative end of the business. Just the last few days we discussed that I would serve in a similar capacity as Vince McMahon does for the creative. My exercise yesterday makes it clear that this is not the case. I hope you will remember that I refused the job at WCW on 5 occasions because I would not allow myself to be placed in a situation that was sure to fail. My presentation was not intended to be anything near a final product. It was titled a "work in progress." However, it incorporated all that I believe are the fundamentals of successful writing. The issues that we discussed, (1) your participation in the first segment, (2) a major angle in the first segment, (3) your over exposure in the show, (4) diminishing the climax of the program, are all totally against everything I learned in 38 years of writing television. Your point is well taken, that is the only time we will ever get a chance at a first impression. I feel that way too.

But to sacrifice every principal just for the sake of excitement is too close to the fiasco that was WCW I honestly woke up in a cold sweat and my mind was reliving the horrible hodgepodge that was a WCW television. The shows had no form and I could not follow anything as far as storylines. It was like reading a book written by someone on LSD. There was no continuity. One can make plenty of excuses about talent cooperation, and corporate interference, but there are no excuses for ignoring the basic rules of creative writing whether it's a novel, short story or a wrestling program. By the way, did Russo major in writing or journalism in college? What was his background prior to taking the magazine job at WWF. I'm just curious and it really doesn't matter because a background does not spell success or failure anyway. I will attempt to put some organization to my pressured and confused thoughts. The following are principals that I will not yield when it comes to writing. These principals are my only value to our effort. My usefulness to the effort is voided, if they are ignored. And son, just the thought that a miserable failure such as Vince Russo could even a job in the wrestling business unless you give it to him. My thinking is based on the belief that it's Russo's influence that is causing our problems because I guess I won't allow my mind to even think that it is your opinions that I'm discussing. Here are principals that are absolutely necessary if the show is to be successful.

• The show must build to a climax.
• The climax of any writing of any kind must have a climatic conclusion.
• Always avoid a letdown in chapters or segments.
• Protect your main character or star This means never putting him in a preliminary position or role, Never allow another character or star to upstage him.
• The human brain seeks continuity. Our basic instincts desire a pattern to life and this includes our entertainment. A common mistake of the novice is to outsmart the audience with twist and turns that are unexpected. Our minds don't like to be fooled.
• Always be honest with your audience. Never bait and switch. Always deliver on promises.

I am going to Savannah and I really have no choice. The construction business depends on me securing these jobs. I hope you will give this serious thought over the next few days. I've reached a point that I have to have clarification of these issues. If we can't come to an understanding, I have a plan that allows you to go on without my participation. I love you with all my heart. I want the best for you and Jill and your precious children. I've just reached the conclusion that its futile for me to try to work in an effort that I feel in my heart is doomed to fail. There is good reason that every single wrestling company has failed. The main reason is that like rectums, everyone has ideas, Everyone thinks its easy to write a book or write a television show. It is easy to write, The hard part is to write a compelling successful book or television show.

One last thought I have to pass onto you. Regardless of the decisions you make regarding your staff, the odds are greatly against success. Should you decide to follow every principal that I believe in, it will not make success automatic. Should you decide to recruit the best people available, it will not make success automatic. Regardless of your decisions, our risk is great. I have had my share of successes and my share of failures in my life. I would be letting you down greatly, if I did not have the courage to write this letter. I feel it's my duty to you to at least do everything in my power to help you avoid financial disaster. And in the event I have failed to make my thoughts clear, I will close by saying that if you proceed with your current staff and their influence, it is my fear that the effort will fail and fail in a major way.

Dad

3/20/02 - Atlanta

In preparation for the meeting with Bob Wussler, president of Turner Pictures, I did write a letter to myself concerning the wrestling concept and our belief that we are in the forefront of the next evolution in television. I do this exercise often and find it helps me to put my thoughts into a better form. [The letter to myself is enclosed.]

I began producing wrestling programs in the late 60's. Major markets at that time had 3 network-affiliated stations. The stations were all VHF stations. The viewer only had 3 choices in any given time period. Soon the UHF stations started cropping up and in some markets the viewer had as many as 5 choices. However the network stations still dominated each market. This changed when a few station owners balked at the networks dictating their total programming. Some of these disputes caused some of the networks to move over to the UHF stations. These events brought great value to the fledgling UHF stations and changed the public's perception of the stations. I feel these events laid some of the groundwork for the cable stations to emerge. It was in no way the dominant factor, but it helped. The emergence of cable television changed the entire landscape of television. Suddenly the viewer had 13 choices, which led to 50 choices and now hundreds of choices. The introduction of cable television really helped the UHF stations in the beginning because now the small UHF stations could get reception that their limited power did not afford them prior to cable television. However their new position of power was short lived. 'Ted Turner had the vision to see the landscape changing and soon became the dominant UHF station. He called his powerhouse the "Super Station". Ted made deals with the cable networks to carry his station in their lineups. 'Ted used his local wrestling show, plus some very smart family programming to dominate the market. Suddenly viewers had many choices and satellites only added to the choices. Premium stations like HBO and Showtime offered newer movies and special events and we found that the public would pay a premium for better programming. Then pay-per-view television was born and we found out that the public would pay to see a special event and would also pay for even newer movies.

These changes in television were tragic for the less farsighted in the business and gold mines for those who took advantage of the changing market. Ted Turner realized that the changes had fragmented the audience. He began launching cable networks with a narrow focus. He created an "all news network" known as CNN, and a movie network. and a cartoon network. The original networks stayed with the concept of being all things to all viewers. The networks continued to lose audience. The networks continued to ignore the changing taste of their audience. The premium channels are flourishing because they kept their eyes open and offered programs that had appeal to select audience.

The premium channels also recognized the changing mores of society. This is evidenced in shows like "Sex and the City" and the "Sopranos". 'They became top rated shows on channels that cost an extra charge. The public was willing to pay the cable companies for more choices. The public was willing to pay an extra charge for special shows on the premium channels on the cable. The public is willing to pay an even greater fee for programming on pay-per-view. The networks have watched their shrinking ratings which greatly effects income while cable, premium channels and payper- view continue to grow.

The networks have continued to turn away from professional wrestling programs in spite of the fact that USA cable network climbed to the number one rank with WWF and fell to 5th place when they lost the programming. AOL cancelled their wrestling program and has never replaced the lost ratings. Ted Turner must marvel at their decisions. Yogi Berra might say. "nobody likes professional wrestling except the people."

Because of the success of cable television, which tells us the market will pay for choices and because of the success of premium channels, which tells us people will pay an even higher fee for better choices, and because of the success of PPV wrestling events, we believe its time for the next evolution in television. We believe that the audience will pay a fee for a weekly wrestling show. This concept brings a quality broadcast television program to the PPV format. If our concept is successful, we will be the first in bringing weekly programming to PPV. While this concept is groundbreaking. the principal is already proven. The history of the evolution of television tells us that people will pay a fee to watch quality television that delivers a program that is in demand. USA Today newspaper reported that ABC network lost $300 million dollars last year. The same paper reported that the program. "Nightline" was being cancelled. The television rating services report the continuous decline in network ratings. As the ratings decline, so do the ad revenue. The decline in revenue will result in a decline in the quality of television production and new television shows. We are betting heavily that the audience will continue to leave the networks and gladly pay a fee for programs that are of interest and are compelling, quality shows. Our wrestling program is titled, Wednesdays Total Non-Stop Action. It will air weekly at 7:00 PM on InDemand, Direct TV and Dish Network. The weekly cost is $9.95.

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Catalogue Information

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