A day after reporting that 4Q revenue increased 20% due to significant PPV buys (Cfax, 06/22), WWE’s [WWE] Linda McMahon tells us the company hopes to fill its coffers by adding 2 PPV events to this year’s roster, bringing the total number of "Smackdown" and "Raw" events to 12. Other initiatives are in the works. "We’re doing things to help drive ratings," McMahon says. "Our diva search will evolve throughout the summer, culminating with a Spike TV special later in the year … which is a great extension of our brand and generates a lot of fan interest." (Now in the last year of its contract with Spike, the WWE is currently "in talks to further that relationship," McMahon said.) The wrestling organization is also finalizing preparations for its SVOD launch, and is in the process of getting the word out to MSOs via its newly-hired affiliate marketing group.

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