According to the LA Times, WWE has retained Chris Bevilacqua to negotiate its new TV rights deal. Bevilacqua is responsible for the formation of College Sports TV and has negotiated TV deals for several college conferences.
WWE has made it clear for the past year that they are looking for a substantial increase in their TV rights fees, and now that their exclusive negotiating period with NBC Universal is over, they are now looking for offers on the open market. As a reminder, RAW and SmackDown will stay on USA and SyFy through September 30th. NBC Universal has the right to match any offer WWE receives.