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CABLE WORLD STAFF
On the heels of Coca-Cola Co.'s decision to pull its advertising support, the World Wrestling Federation said last week that it'll tone down the jiggle and fake blood and and readjust the voluntary ratings of its WWF SmackDown show on UPN to TV-PG from TV-14.
Coke had a two-year advertising deal with the WWF, which went public in October, but Coke grew queasy over language and content on WWF's SmackDown and its sister series, RAW is WAR, which is peppered with sexual innuendo, obscene gestures, fake blood and well-endowed bikini-clad women.
WWF SVP-marketing Jim Byrne said last week the company will "use less colorful language and less sexuality." But a Coke spokesman said the promised changes may not be enough for Coke's board
Earlier this year Wm. Wrigley Jr. Co. said it wouldn't renew its contract with WWF due to the shows' content. Coke continues to advertise on Turner Broadcasting Systems Inc.'s World Championship Wrestling programs.
But despite advertisers' distaste for WWF's programming, ratings prove people are watching. USA Network's RAW is WAR draws about 6 million viewers weekly and is regularly one of the highest-rated cable shows metered by A.C. Nielsen.
In a competitive move, WCW is moving its Thursday night show, WCW Thunder, which directly competes with WWF SmackDown on UPN to Wednesday nights.
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