WWE reshuffles SmackDown creative team as Road Dogg stays lead

WWE is conducting a backstage reshuffle of the creative team behind Friday Night SmackDown after months of fan criticism and a recent decline in television viewership, sources familiar with the matter said. Company officials have held internal meetings in recent days to evaluate storytelling, week-to-week booking and the structure of the writing staff as they prepare for the run into 2026.

People close to the discussions said the move will leave WWE Hall of Famer Brian James, known as Road Dogg, in place as the lead creative voice for SmackDown, but will add personnel to the brand’s writing team to improve narrative cohesion and character-driven storylines. James was named co-lead writer of SmackDown earlier this year alongside John Swikata, sources said, and is expected to play a central role in the adjustments.

The changes follow a wave of fan dissatisfaction that intensified after last week’s SmackDown episode drew criticism for its pacing and promotional segments and posted weaker viewing figures. Ratings data shows the October 3 episode averaged about 1.03 million viewers, down from approximately 1.238 million the prior week and marking one of the lowest totals for...