The Attitude Era is a term used by World Wrestling Entertainment, professional wrestling fandom and media outlets to describe the company's programming, branded as "WWF Attitude", during the Monday Night Wars period when Monday Night Raw went head-to-head with World Championship Wrestling's (WCW) Monday Nitro in a battle for Nielsen ratings each week during the latter half of the 1990s. The era was marked by a shift to more adult-oriented programming content, which was accomplished in a number of different ways; including an increase in the level of depicted violence and the incorporation of horrific, or otherwise politically incorrect characters and storylines created for shock value. Similar to the 1980s professional wrestling boom, this era was part of a wider surge in the popularity of professional wrestling in the United States as television ratings and pay-per-view buy-rates for WWF and its rival promotions saw record highs.
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