BWF would later build itself around a new champion in Shirley Crabtree, a young body builder who won the title after it was vacated by Assirati who retired through injury in 1960. BWF disappeared, together with the young Shirley Crabtree in the early 1960s. The opposition to Joint came from the young Australian promoter, Paul Lincoln. By 1975, the stranglehold of Joint promotions had almost crumbled, with many of its founding members retiring and the company being bought out several times, leading to the wrestling industry being run by a public company with little experience of the unique business. Finally, promotions were left in the hands of Max Crabtree, the brother of Shirley, who was headhunted by Joint as the most experienced booker still in the business. Crabtree produced the next boom in British wrestling by creating the legend of "Big Daddy", the alter ego of Shirley, who had been unemployed for the best part of 15 years. Basing a whole cartel around one performer, however, though good for television, did nothing for live events and promotion once again began losing interest. On 28 September 1985, "World of Sport" was taken off the air. Wrestling instead got its own show, but the time slot changed from week to week, slowly driving away the regular audience. Far worse for Joint Promotions, however, was that with their contract up, they were forced to share the TV rights as part of a rotation system with All Star Promotions and America's World Wrestling Federation (WWF). Until 2004, British wrestling took a back seat to professional wrestling in North America as no British television company would broadcast local events. During this time, smaller wrestling companies expanded with evermore growing fan bases. The British style of wrestling is more traditional and technically oriented as opposed to the power moves displayed by their North American counterparts, as well as the high flying lucha libre moves performed by their Mexican counterparts. The slogan/philosophy of British wrestling is simply "We wrestle!"; many old style British wrestlers rarely have signature or finishing moves but instead employ a large array of technical holds and pins to win matches. In 2005, British television network ITV tried to make use of the revived popularity of professional wrestling by starting a Saturday night prime time show called "Celebrity Wrestling", featuring celebrities in wrestling style bouts. However, this concept failed due to low ratings. Professional wrestling, in the sense of traveling performers paid for mass entertainment in staged matches, began in the post-Civil War period in the late 1860s and 1870s.