Posted by Shirley Brady on April 8, 2011 10:30 AM
Having lost its battle with the World Wildlife Federation in 2002 over the acronym WWF, World Wrestling Entertainment is now formally rebranding to WWE "to expand beyond the ring as an entertainment company with a new TV network, scripted and reality shows and animated programs," reports the Associated Press.
"We will always be loyal to our core business that made WWE a globally known entity, however, the future of WWE will be the addition of new entertainment content opportunities beyond the ring," said Chairman and CEO Vince McMahon in a statement. That includes pursuing "acquisitions and outsourcing of parts of its core business, such as TV and film production, live event production and licensing its content to third parties."
To that end, its reality show, a search for "the next WWE superstar" called Tough Enough (above), just debuted on the USA Network following three seasons on MTV; while its WWE Studios division has a slate of theatrical movies coming out, including That's What I Am on April 29, starring Ed Harris, Amy Madigan and WWE wrestler Randy Orton: