When WWE(F) was hot they had the edgy stuff but they also only had 2 hours of Raw. That leaves you wanting more, and they did a good job of building storylines to get you to buy the PPV.
WCW had 3 hours of Nitro way too long, and Thunder for another 2 probably killed them.
WWE kept going for a bit after adding Smackdown but it started to become a lot as well.
I am surprised they are able to pull it off considering the Social Media age.
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