WWE is playing a smart, but dirty game with counterprogramming

In recent months, WWE has made the decision to go head-to-head with AEW during big events or significant moments. Those events either take place in the same city, air at the same time, or air after AEW's event. On Saturday, AEW will hold its biggest show of the year, "All In," at Globe Life Field in Arlington, Texas.

WWE's answer to AEW's largest show in North America is to air "Saturday Night's Main Event" shortly after Tony Khan's show draws to a conclusion. For wrestling fans, things are lining up perfectly. They get two big shows back-to-back on a Saturday afternoon and evening. 

However, there's a method to what WWE is doing. According to WrestleVotes Radio from Sportskeeda, WWE and TKO have made the decision to counter-book AEW to control the momentum on social media. If Saturday's event finishes after AEW's, then the online discussion will likely focus on WWE, and thus the attention will be on their brand.

“This is definitely something WWE wants to do," WrestleVotes reported. "Where hey, if NXT is on the road and booking for arenas, they want to do it somewhere where they’re gonna have the last word of the night. AEW’s gonna be having ‘All In' in the afternoon and WWE’s gonna be coming in there after with SNME. So, at the end of the day, you’re not just talking about the fallout from AEW, you’re talking about what WWE is doing as well. Controlling the narrative and momentum online. There’s no coincidence, there’s definitely a directive coming from WWE with the behest of TKO behind, they’re all for it." 

Counterprogramming isn't new in the professional wrestling scene. However, in the modern era, where streaming, online clips and social media reign supreme, WWE is taking a fresh approach. It's not about who gets the most eyeballs on TV. It's about who generates the most attention online, and with it, holds attention throughout the weekend. 

WWE will know that AEW's popularity is on the rise once again. It will also be known that the more it can dominate the discussion, the fewer new fans will be tempted to stray toward the alternative brand. And, while all is fair in business, the move does feel somewhat dirty. AEW has made the wrestling industry better. There are more jobs, better pay, and the quality of everyone's product has improved.

The problem is, WWE doesn't want a level playing field. They want a monopoly. That way, no one will question the often subpar execution in the ring or the frequently childish storylines. Counterprogramming is a fair and valuable tool, however, TKO and WWE shouldn't be surprised if their reputations takes a slight hit due to how they're conducting business.