2011 WWE draft
The Brand Extension storyline was initiated in March 2002, in which WWE's Raw and SmackDown television programs were made into brands (similar to conferences within a league) to which employees were assigned; the ECW brand was additionally involved between 2006 and 2009. Annual drafts have followed since this occurrence, except for in 2003. As with past drafts, the purpose of the 2011 WWE draft was to increase television ratings of WWE programming and refresh the rosters for each brand. The 2011 event was confirmed by the RBC Center in April 2011, with WWE officially announcing it on the April 18 episode of "Raw". A USA Network executive had also confirmed the event to occur via a press release on the same day of the WWE announcement.
Raw (WWE brand)
The 2005 draft was held on the June 6 episode of "Raw". The first draft lottery pick was then WWE Champion John Cena, thus moving the WWE Championship to Raw and having two titles on the brand. Eventually, then World Heavyweight Champion Batista was deafted to SmackDown as the last draft pick, leaving only the WWE Championship on "Raw". On the 2008 draft lottery, CM Punk got drafted to Raw and then won the World Heavyweight Championship from Edge, who was a SmackDown wrestler. Triple H, who was the WWE Champion at the time, got drafted to SmackDown while Kane, who was the then ECW Champion, got drafted to Raw. After the draft lottery in 2009, the WWE Championship was brought back to Raw when Triple H was drafted from SmackDown while the World Heavyweight Championship was brought back to SmackDown when Edge defeated John Cena to win the title at Backlash.
On the August 29, 2011, episode of "Raw", it was announced that performers from Raw and SmackDown were no longer exclusive to their respective brand. Subsequently, championships previously exclusive to one show or the other were available for wrestlers from any show to compete for—this would mark the end of the brand extension as all programming and live events featured the full WWE roster. In a 2013 interview with "Advertising Age", Stephanie McMahon explained that WWE's decision to end the brand extension was due to wanting their content to flow across television and online platforms.