WWE and TNA have announced radical shake-ups of their flagship TV shows.
Vince McMahon has decided to extend his Raw programme by 60 minutes meaning it will now air for three hours.
The new format will be more interactive and offer fans the chance to decide matches and stipulations each week.
It will all start on July 23 — Raw's 1000th edition. Chairman McMahon said: "WWE is proud to celebrate this historic milestone with our partners at USA Network.
"Our new three-hour Raw represents the next generation in interactive television where our fans won't just watch the show, they will help create it."
While the extra hour will net WWE a healthy new stream of revenue, it will increase demands on Raw's writing and production team for a show which has been patchy at best in 2012.
Wrestling historians have noted the fact that WCW Nitro went from two to three hours in length in January 1998, at a point when they were trouncing WWF Raw in the Monday Night Wars.
By April that year Raw had pulled level as fans tired of the overexposed and increasingly lacklustre WCW show.
There is perhaps a possibility that the three-hour Raw experiment could spell the end for WWE Smackdown.
WWE have recently shifted the taping of minor show NXT to a location near their developmental facility in Florida, whereas it was previously taped prior to Smackdown.
With Smackdown ratings struggling, a roster split which is becoming increasingly blurred and Raw being advertised as a “supershow” involving talent from all brands, removing Smackdown could be an option.