Why is the WWE TV-PG?

After the thread on the return of The Rock went a bit off topic with this debate, I thought it warranted a thread of its own.

I was going to suggest that the two main reasons are/were the contract with Mattel and Linda's run for the senate, but I don't think it's either of those things specifically; WWE has been PG for nearly three years.

It does seem that WWE decided to tone down their product in order to entice various sponsors. From good ol' J.R.'s blog:

"Plus, WWE's going to attract many, many more sponsors with BIG money to spend if they are PG rated and not a slice and dice show"

And one of those "BIG money" sponsors is Mattel.

So it does just seem to be down to sponsors and the money they bring in, anyone else have other theories or more information?

Also, how has the change to PG affected your enjoyment of the product? I still find plenty to like (plenty to complain about too), but going back to watch old blood, swearing and middle finger filled shows does make me pine for the days when it was allowed.

there fan base has moved on. the guys that were fans in the 90's now have kids and as the fathers stop watching the kids start. add to that the stars were getting injured to regularly because of more and more extreme stunts so causing a drop in revenue, they tame down the show (as its not a sport) to reduce injury, increase profits and enable younger fans to see the spectacle...

I've always been in the belief that the move to pg was more down to the deaths of various wreslters and because of what Benoit did

I think the deaths, the Benoit tragedy and the "Signature Pharmacy Scandal" had more to do with changes to the Wellness Policy, as opposed to the onscreen content.

They should bite the bullet and go "G" (US equivalent to a "U" certificate)

It's why i watch TNA more now because WWE has turned into a kids show with Cena etc, how ridiculous it was bleeping the Rock saying ass.

i watch tna more too and what youve said is a factor why. wasnt that bad the censoring of the rock but on the whole it is tamer than tna

the wwe is pg because this is the concession mattel forced on them in order to obtain the mattel action figure deal

i don't know about anyone else, but i think since the beginning of 2011, wwe has become a lot less PG than 2009/2010... and since people are mentioning it, i think tna is almost, dare i say, shit now, they've got too many former wwe wrestlers, no more six sided ring and they talk too much... what i'm trying to say is eric bitch-off and hulk hogan should... y'know... kindly fuck off and take their four sided ring with them, bring back the six sided ring and bring back the innovative, new matches (king of the mountain and others, for example)

wwe is pg because they went into a major partnership deal with mattell and they nudged wwe into it.

the kid market is wwes biggest market