 In comparison to the declining support of media outlets during the 1960s and 1970s, professional wrestling, notably the emerging World Wrestling Federation (WWF; abridged from WWWF in 1979), received great exposure through its reappearance on network television.The WWF expanded nationally through the acquisition of talent from competing promotions and, because it was the only company to air televised wrestling nationally, became synonymous with the industry, monopolizing the industry and the fanbase.The WWF's owner Vincent K. McMahon revolutionized the sport by coining the term "sports entertainment" to describe his on-screen product, downplaying the (still claimed) athletic competition in favor of entertaining viewers as well as enhancing its appeal to children.