WWE will launch a Saturday morning program geared towards children on August 25, The Los Angeles Times reports.
In two weeks, Saban Brands will launch Vortexx, a five-hour block of original children's programming aimed at young boys. The slate of shows will air on the CW television network, with WWE Saturday Morning Slam anchoring the block.
The half-hour program will feature one wrestling match a week, as well as Superstar profiles and behind-the-scenes footage.
Saban Brands approached WWE about doing the show after executives noticed toys featuring WWE Superstars were among the best-selling items. According to Los Angeles Times, WWE's research shows that children, including a "healthy contingent" of boys younger than 12, consist of 22% of their viewing audience. Saban and WWE are hoping to capitalize on the data with Saturday Morning Slam.
Eric Pankowski, senior vice president for WWE creative and development, said the organization is aware of potential media concerns of violence airing on a program geared toward children.
"We are very sensitive to the fact that we are speaking to an audience of children," said Pankowski. "We want to make sure that the content that we put on at 10 o'clock on Saturday morning is appropriate for younger audiences. And we will be baking into our content such as our pro-social 'Be a Star' anti-bullying campaign."