This is a topic that I have a lot of passion for. Did a thread on it some time ago when I joined.
There was a time before when the Mid Card titles were a subject of feuding between the Mid Carders. The likes of John Cena, Booker T, Big Show, Eddie Guerrero,etc.... on Smackdown used to have genuine story feuds FOR the US title. Same on RAW with the IC title, the likes of Randy Orton, Rob Van Dam, Chris Jericho,Edge,Ric Flair,etc....
The Mid Card line-up is very healthy at this time in WWE, especially with the Unification of the WWE & WHC titles.
A Mid Card reading:
Dolph Ziggler, the Miz, Damien Sandow, Mark Henry, Curtis Axel, Daniel Ryback, Bad News Barrett, Fandango, Antonio Cesaro, Kofi Kingston. Also,
the Big Show, Rey Mysterio, the Shield, the Rhodes Brothers, the Wyatt Family and even Alberto Del Rio can be used in the Mid Card scene to make things interesting.
The Main Event scene with the returns of Brock Lesnar, Batista and also Sheamus, means that it is now clogged up with John Cena, Randy Orton, Daniel Bryan, CM Punk also considered worthy challengers.
At present time, Big E Langston is restoring some prestige to the IC title with his run and as a way to get over with the crowd. However, he is basically having simple matches with no.1 contenders' matches randomly happening.
Indeed, the direction with Big E is acceptable but I feel they can do more with the amount of programming available and it would also showcase these potential Main Eventers in the different facets required making the step up easier when they challenge for the Main title eventually.
They have to make the title a WANT for the Roster. The guys I listed above are good quality performers and the majority of them have no direction whatsoever. They are randomly in and out of programming at any given time.
For Example, just a couple weeks ago, Damien Sandow was a challenger for the IC title. He had just failed in the MITB cash-in against the Face of the Company, and Big E was now starting his push up the card with the IC title in his possession. With both having some momentum they could have been placed in a feud with each other. Have a few promos, get the audience interested in both. Have Sandow outsmart/screw Big E out of the title and make Big E go after him to get it back. All the while, with Big E and Mark Henry teaming up at times in the last few weeks, it could also have ended the Big E v Sandow feud after maybe the Royal Rumble(a TLC to Royal Rumble programme) then have the teased Henry v Big E feud on the Road to Wrestlemania. It would allow the IC title to regain some much needed focus whilst building the Superstar holding it towards the Main Event if the holder is someone the WWE is keen on adding to the Main Event scene.
The current Shield break-up is also a perfect way to make the US title relevant again. Have it become a focus of the feud. Have Ambrose boast to the other 2 about holding a title in order to show his superiority complex even more than he has already. Make it relevant again. They want to push Roman Reigns, have him elevate the US title again by winning it in a Triple-threat match or in a One v One against Ambrose. No reason to push Reigns by throwing him into the Main Event prematurely.
So, Yes, as some have said, booking the Champion strongly is a good way to restore interest in the titles. However, Strong booking coupled with regular story feuds can:
Elevate the IC and US Championship scene itself. Make being the IC/US Championship a title worth fighting rather than props.
Give the Mid Carders some focus on the show.Presently, the majority are just there...basically.
Build Superstars more effectively through the Mid Card title feuds in all facets(In-Ring, Promos, Crowd Response, etc.)
Those former Main Eventers(Del Rio, Ziggler, the Miz, the Big Show, Mysterio) are perfect to use as well to help them regain focus on the show rather than being afterthoughts as they are now.
All of this would help make RAW and SmackDown a programme to look forward to than just have the load of random happenings occuring with ONLY Main Eventers having any direction( Presently, there is the Main title feud, Headliners like CM Punk and Daniel Bryan having feuds and all others having Random appearances with no direction.)
Thank you for the patience.
