NWA/TNA: a family affair
BY SCOTT FISHMAN
Miami Herald Writer
Jeff Jarrett, an 18-year veteran, joined his father Jerry on June 19, 2002 to launch the upstart NWA/TNA (Total Nonstop Action) promotion from the Von Braun Center in Huntsville, AL.
Nealry two years later, TNA boasts a growing fan base broadcasting from Nashville Fairground's Sports Arena, dubbed the Asylum, with a pay-per-view each Wednesday night.
The company continues to expand with its own brand of official merchandise, Xplosion syndication program and even a proposed national cable show.
''I got visions of it getting even bigger and stronger and more well known,'' said Jeff Jarrett, ``but we have a big mountain to climb. I think we're well on our way, and we have a lot of great things coming down the pike. We've accomplished a lot in a very short time in the grand scheme of things.
``When past wrestling companies like WCW were around, they were precursors to the territory days and were around for 40 and 50 years. The WWF, now WWE and before that the WWWF, were around for four or five generations. We are doing something that has never been done, and to start from scratch is a monumental task. We're headed into the right direction.''
Even before making his in-ring debut at the ripe old age of 19, Jeff Jarrett knew wrestling was his calling. The Hendersonville, TN native became fascinated with every facet of the business while watching his family run the territory in Memphis. To this day he considers himself a consummate student of the game.
''I grew up,'' said Jeff Jarrett, ``and I just wasn't working for the local wrestling company. I was working for my family's promotion. My father's mother Christine Jarrett actually worked in the wrestling business, so I'm third generation. My grandfather on the other side of the family, he wrestled.
``It's been in my blood, and I've never envisioned myself doing anything but wrestling. To say that I envisioned TNA 20 years ago would be correct because I've always looked ahead and looked at wrestling more than just the in-ring product and always been interested in it.''
Much like the McMahons, Jeff Jarrett delved into the promoting aspect of sports entertainment following the lead by his father -- an accomplished performer in his own right with an impressive track record promoting in the United States.
''He had been to the mountain top,'' said Jeff Jarrett. ``He had his run with his territory and promotion and ran it very successfully for many years. I'm following in his footsteps but also forging new ground as well.''
As in family run companies in various professions, Jeff Jarrett sees his business relationship with his father from different sides of the spectrum.
''I've always said it from the day I got into this business, actually before I got into this business, I knew it was going to be a blessing and a curse,'' he said. ``At times in this business the blessings are he's got wisdom and knowledge. He has seen and dealt with in some shape or fashion just about every problem dealing with a wrestling company.
``The curse can be that sometimes his ways and my ways aren't exactly the same. But a lot of times I defer to his wisdom. Also coming in with him as a mentor you're expected to live up to his standards.''
In addition to his duties behind the scenes, Jarrett is also one of his company's top draws, creating a unique environment for his employees. Deciphering the two roles can sometimes be a challenge but an issue that hasn't been dealt with before.
''It's very difficult,'' said Jeff Jarrett, ``but it's like with any other form of entertainment. I think I use that more as a positive. I have been in main event matches. I have walked that road before so it's a lot easier to convey to a talent just what I'm thinking.
``That's when our business gets more and more entertainment. You have people that do albums and not only are they talent. They produce. They direct it. They market it. Mel Gibson just did that with his movie [Passion of the Christ]. He was everything in that movie, and he's done things in the past like Braveheart.
``It's the same thing with musical guys. Phil Collins is a guy that's done it all in his business. He writes, produces and directs. I kind of liken it to that, and it's a huge responsibility. We're in a hypercritical business because everyone has an opinion on it, but on the flipside that's what makes our business so unique and interesting. People so passionately care about what we do -- good or bad.''
Similar to Gibson, Jarrett has always been his own man working under his conditions and taken a series of risks in the process. Despite WCW's dominance in 1997, Jarrett jumped ship to WWE when it was on life support.
In the fall of 1999 when he felt his career reached a dead end, the superstar returned to WCW at a time when WWE was reaching its peak of popularity. Jarrett remained with the company through rough times, winning the world title.
It was no surprise when NWA/TNA made the precarious choice to debut on PPV instead of safely testing the waters on the local television market like so many companies did in the past.
''Everybody has a different viewpoint on that,'' said Jeff Jarrett. ``I know if we would have started at local affiliates, it's been done, and it's very hard to springboard off that. If somebody walked up and given us a prime-time timeslot I think it would've been a blessing and a curse. You would have made it on nationally stage immediately but also on a national stage made all the growing pains we've been through.
``Pay-per-view is something we started on and literally gave us an international outlet. We have grown our product in a very short period of time. It's a unique concept, and that's what it takes to be successful in businesses. You have to take calculated risks. At this point every risk has definitely had an up side and a down side, but the positives have definitely outweighed the negatives to this point.''
NWA/TNA's pay-per-view runs two hours. One of the criticisms TNA receives -- made specifically by Internet fans -- is the frequent announcements the company makes in relation to its three-hour PPV tentatively titled Bound for Glory.
''That's the part of a startup company,'' said Jeff Jarrett. ``You have to be able to turn on a dime, and we've done that. We've had every intention of running a show in November, one in February and one in April, but the positives and the negatives of pulling the trigger, we've had to make a calculated risk.
``I think when we do reach that three-hour PPV, people are going to be very surprised and pleased that we waited till it's time to make the right move.
``The same can be said with our distribution, internationally and nationally. There are a lot of things in the works that as a new company we are going to explore new opportunities, but there are a lot of opportunities coming to us that we're having to make the right decision.''
With rumblings of NWA/TNA's impending network television deal with Fox Sports Net, Jarrett remains solidly behind his weekly PPV programming. In order to appear more legitimate and create a stable roster, TNA inked many performers to contracts.
This indirectly separates TNA from being another independent promotion -- a move that was essential for a company looking for expansion on national television.
''That is our staple,'' said Jeff Jarrett. ``We are the alternative Wednesday night of two hours of commercial free, total nonstop action. You have to have some dialogue in professional wrestling to get the matches where they are at, but we strive more everyday to make our product an in-ring product. It's that happy mix. That's what the fans want to see.
``Our Wednesday night shows have to continue to evolve to reach a can't miss episode type feel. That doesn't just come from the content that happens in those two hours. It comes from marketing plans. It comes from talent and a lot of different things. We have to continue to differentiate our product from everyone else, not just WWE, but from everyone else. That is a monumental task but a very doable one if we keep focused on it.''
• Join Jeff Jarrett and the stars of NWA/TNA 8 p.m. (EST) Wednesday on PPV. Also catch NWA/TNA Xplosion Friday nights on Florida's Sunshine Network and other syndicated channels nationwide.
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