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The announcement of the spiritual successor to the old WWF Hardcore Championship, the new 24/7 Championship, went over like a wet balloon, with the title's appearance being maligned, and the first segment flat, but it's already exceeding expectations. Even the cheap appearance is part of its appeal. Why would a silly title like this look prestigious? It's that irony that makes for great comedy.
The real appeal of this 24/7 Championship is that it breaks up WWE's monotonic programming. For years now, every Raw and SmackDown has felt more or less the same. There was an overlong opening promo, some mostly meaningless matches with formulaic booking, and maybe one other skit or segment.
The 24/7 title brings a much-needed break to that format. It's already shown that on Raw and SmackDown. Currently, both of the highest rated YouTube clips of this week's respective red and blue shows involve the 24/7 title. R-Truth's title win in the parking lot is even slightly leading Brock Lesnar's appearance with the Money in the Bank briefcase.
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The company has a potential winner on their hands, but they can't be complacent. Here's how the 24/7 title can be made an effective part of WWE's programming.
#1 Avoid changing the title too frequently
The biggest irony is that the 24/7 title's key selling point is also its greatest danger. The belt being on the line all the time is what makes for wild scenarios, but if this stipulation is abused, and the title changes hands all the time, multiple times a night, it will get little enthusiasm, and fans will respond apathetically.
Instead, each title holder should have a miniature story arc until the title changes hands in a wild way.
Fortunately, the company has gotten off on the right foot in this regard. The title changed hands three times on Monday night, but R-Truth has kept it since then. He spent an entire episode of SmackDown with Carmella trying to "disguise" himself. It was a major selling point throughout the show, making it engaging throughout and breaking up the usual monotony. R-Truth successfully remained champion by the end of the night.
Those are the kinds of scenarios where the title is best used. R-Truth's run wacky should continue for a little while longer. He can help to establish the tone for the new title.
#2 Use social media to tell story arcs
If you haven't been keeping up with R-Truth's twitter account since he won the title, you're missing out. He's been filling everyone in on his status as champion, building the story of his title reign. Apparently, the longest-reigning European 24/7 champion has gone 58 hours without sleeping.
This is how a good title reign of this sort can be built. Perhaps on Monday or Tuesday, R-Truth will be looking for a place to sleep.
By the way, Drake Maverick has been hitting it out of the park too.
This is a way to continue building compelling stories, and while it can't happen for every title, the 24/7 Championship is perfect for it.
All of this gives fans a reason to watch Raw and SmackDown and continue watching as the show is going, because they might miss something wacky if they turn the TV off.
And as part of this, the title should go to every brand, including NXT and NXT UK, because of course, it should!
#3 Get the women's division involved
Bayley teased taking the 24/7 title from R-Truth on Tuesday, and while that scenario didn't come to pass, there's no doubt that the women's division needs to get involved in the title picture.
WWE has had an aversion to any kind of intergender violence, but it needs to push the envelope, and fortunately, this title need not involve graphic violence when it comes to the women. A sudden roll-up is just fine.
The women getting involved in the title scene adds even more potential craziness. Carmella's segments with R-Truth are a tease of what might happen with them involved.
While I wouldn't break up the alliance between Truth and Carmella (they're too good together), what might happen if they trade it when necessary to "protect it"?
The women being involved could give even more freshness to the title. Imagine Bayley actually winning it and doing dorky things with it, or Asuka winning it for a night and exploring the eccentric side of her character, or Becky winning it and acting smug.
And speaking of names like that...
#4 Big names should win it on occasions
While this will undoubtedly be a lower mid-card title for the most part, that doesn't mean it should be all the time. Putting it on a top name every now and then would keep the scene fresh and open new possibilities for those top guys to explore their respective characters.
For example, Xavier Woods or Big E could win the championship, and the title could thus enter into storylines that involve the current WWE Champion, Kofi Kingston. Or maybe Randy Orton can win it and better explore his sadistic side, the side that was such a hit last summer and fall during his feud with Jeff Hardy. Orton could just love to torture those who come after his title, outsmarting people that try to outsmart him. It's a better use for him than what he's been doing for a while, anyway.
AJ Styles, for example, is also one without much to do at the moment. Why not put the title on him for a week or two this summer?
Yet, one top name comes most to mind that's perfect for this title.
#5 Give Braun Strowman a good reign
Braun Strowman is absolutely perfect for the 24/7 title. He excels at two things - causing mayhem and being funny when he wants to be. Since a main event push probably isn't coming anytime soon, this would be a much better use for him.
Braun Strowman doesn't need to be that champion that runs like R-Truth. He can be the guy walking confidently in any environment daring guys to come at him. We can see would-be challengers thinking up crazy scenarios to try and ambush him, only to get wrecked in wacky brawls in wacky places most of the time.
The question would be - "who will get that title from Braun Strowman and how will he or she do it?"
Maybe it will take something truly crazy. Or maybe the title will finally fall with a whimper when someone sneaks into Braun Strowman's hotel room and pins him in his sleep.
Either way, after R-Truth sets the tone, Braun Strowman should be the title's destination for a good run.
