#4 Daniel Bryan has indicated that he would defend the IC Championship every week
This past week on SmackDown, The Phenomenal One came face-to-face with Bryan in a heated confrontation. They built hype for their showdown next week and drew comparisons with each other. During the quarrel, The American Dragon hinted that he would actively defend the Intercontinental Championship against both established veterans and up and coming Superstars weekly.
The IC title hasn't been defended or seen since WrestleMania. With Bryan being an extremely over babyface, he can restore importance and prestige to the Intercontinental Championship by defending it regularly on WWE TV.
With dwindling fan interest in the product, the Blue brand needs to provide fans with a reason to tune in. Weekly open challenges are a creative way of attracting casual fans; such challenges add a sense of unpredictability to the card. Anyone can step up to the challenge and possibly win the championship. Stars such as Mojo Rawley, members of The New Day, and Shorty G – all of whom seldom get opportunities to compete for singles championships – can get more TV time.