NXT to become a third brand?

From PWTorch:

WWe executive and wrestler Triple H sees NXT no longer as a developmental territory, but as a third brand on-par with WWE's RAW and SmackDown shows.

Hunter noted in an NXT conference call on Wednesday that there is a fine line of wrestlers still wanting to make it to Raw and Smackdown. But, with WWE shifting their business model to being Network-centric, NXT us getting closer to the main roster brands, especially with each passing Network special, such as 'Takeover 2' on Thursday.

Included are long-term plans to take 'NXT' on the road as a traveling brand. "Absolutely. It's something we have been working on," Hunter said. "I want NXT to be a brand in every way possible."

Hunter added: "If I can grow this to where we can travel and people are seeing NXT all over the globe (through the Network) where we can open it up and continue to give these guys - not losing perspective on the learning experience. I'm open to that. I want it to grow. I want to take it on the road."

Hunter said his ultimate goal is for NXT to be 'so good' and the wrestlers so advanced in 'developmental' that Vince McMahon says "I want that guy. I want that guy on RAW. I want him now. And I have to argue, 'I dont want him to go. I want to keep him."

Hunter said putting top NXT stars like Neville, Zayn, Breeze and Kidd on Monday's Raw helped advance their objective to make the NXT roster seem like its on equal footing with the main roster.

WWE does not want a situation where the NXT wrestlers are viewed as inferior just because they're not on the roster. Not only to build the NXT brand but to push current main roster stars.

Hunter said he was paying attention to how main roster stars reacted to the NXT talent being given a match on Raw. He noted they were initially excited for the guys getting a shot, but then had to take a step back and see if the NXT stars are a threat to their roster spot. Hunter said its about breeding competition and hopefully 'lighting a fire' under some main roster stars seeing the next wave of talent coming for their spots.

As for current NXT stars wanting to make it to the main roster, Hunter said he is hopeful that turning NXT into a third WWE brand will give the wrestlers a greater sense of purpose and ownership while waiting to make the main roster.

"With NXT becoming its own brand and its own livingm breathing entity of a brand, they now - its still going to be frustrating as they wait for that process to happen and feeling like, 'Im ready and I want to get on that main roster and I want to go.' It's still going to be a long, frustrating process and you're anxious to do it," Hunter said.

"That being said, you now have the creative and the performing outlet that is legitimate. And legitimately rewarding to you. It not just 'I go perform in front of 5 people over here and we do this little TV shoot now and then with two cameras.' This is a legitimate brand with a legitimate following. ...its not just sitting around doing nothing while waiting for that call-up. You're still getting out there and playing the game; you're just not playing in Yankee Stadium yet."

Overall, Hunter is hopeful the NXT wrestlers will be completely ready for WWE when the call comes after treating NXT like they're already on the main roster as a third brand.

"They performed at a level that they belong there now," Hunter said if the NXT foursome that appeared on RAW. "And now its just a matter of 'When do we need them? When is the right time? How do you want to bring them up and in what way?"

If nothing else, NXT is at least a 'petri dish' to experiment with different characters and gimmicks, such as Adam Rose, as well as try out lower-end writers, directors, producers and cameramen who will also be called up to the main WWE production team.

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It seems WWE is looking to turn NXT into the Ultimate Indie promotion. With international super stars like Generico, Steen, Devitt and KENTA it would be fairly easy to fill the kind of halls NXT currently occupies in Florida. They should also trust the guys to come up with their own promos. Its no secret that the two best talkers from The Shield are the two that came from the indy scene, while the poor talker is a WWE product through and through. This is a story worth keeping an eye on, and paints Triple H in a pretty good like. Say what you like, but the guy has a great mind for the business and taking it forward.

The problem with this I feel is the closer NXT comes to becoming a WWE brand the more likely what makes it popular and relatively unique will be faded out in favour of a Raw or Smackdown feel.

Smackdown feels completely pointless and has done since the end of the brand split.

Sounds like a good idea to me, I really like the yellow ropes and look of NXT. It would look unique and I think with former indie stars on the roster it would attract a big enough following to make it viable.

It would certainly be a good move in my books, but they need to take measures to make sure its not WWECW 2.0 - where careers went to die. ECW didnt have its own real identity and was seen as SmackDown lite. Hopefully they can keep what makes NXT unique from the main rosters while keeping it on a level field.

It is basically FCW now though except FCW never spawned a main event storyline for Raw (the Nexus)