Chicago Sun-Times: Wrestling with change: WWF now WWE

Vince McMahon and the WWF are masters at creating brands. They created the WWF, XFL, WWF New York and many more, all by pushing their brand name.

But now, their most distinctive name--and the letters that have become synonymous with professional wrestling--have been taken away as the WWF now is WWE. World Wrestling Entertainment now is the official name of the company as the World Wildlife Fund won a lawsuit and exclusive rights to the WWF name.

Other than the name, nothing will change in WWE, but it could become more difficult to get the WWE name used in media circles. People know the WWF--not WWE.

TV CHANGES COMING: WWE recently announced some major shakeups in its weekly television schedule. "WWE Bottom Line," which debuts May 24, will deliver highlights and exclusives for "WWE Raw." The magazine-format show will analyze what went down on "Raw" and "Sunday Night Heat" as well as showcase "WWE Raw" superstars.

"WWE Velocity," scheduled to debut May 25 on TNN, is a one-hour, live-event show featuring the talent of "SmackDown!" "WWE Confidential" also will debut May 25 on TNN and will be a weekly magazine-style program giving fans an up-close look at past and present superstars both in and out of the ring.

"Confidential" will feature episodes that showcase all aspects of a particular superstar, including a "Day in the Life" of a World Wrestling Entertainment superstar and historical perspectives on classic matches and events.

AROUND THE RING: WWE and Scott Hall reached a mutual agreement to part ways following last week's "Raw." Hall was interested in spending more time with his family. ... WWE also released Mr. Perfect, Curt Henning. ... Matches officially announced for the "Judgment Day PPV" include The Undertaker vs. Hulk Hogan for the World title, Ric Flair and The Big Show vs. Stone Cold in a handicap match, Edge vs. Kurt Angle in a hair vs. hair match, and Rob Van Dam getting another shot at Eddie Guerrero and his Intercontinental title. ... Larry Zbyszko filed a lawsuit against WWE, Vince McMahon and Chris Jericho for using the term "Living Legend," which he trademarked years ago.

HOTLINE: I will reveal three more matches set to be announced for "Judgment Day," and the status of WWE negotiations with Goldberg on the hotline: (900) 990-SLAM ($2 per minute).