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Professional wrestling in the United States, through the advent of television in the 1950s, and cable in the 1980s, began appearing in powerful media outlets, reaching never before seen numbers of viewers. It became an international phenomenon with the expansion of the World Wrestling Federation (WWF). Throughout the 1990s, professional wrestling achieved highs in both viewers and financial success during a time of fierce competition among competing promotions, such as WWF, World Championship Wrestling, and Extreme Championship Wrestling.
The nature of professional wrestling changed dramatically to better fit television, enhancing character traits and storylines. Television also helped many wrestlers break into mainstream media, becoming influential celebrities and icons of popular culture. In the United States, in the First Golden Age of professional wrestling in the 1940s–1960s, Gorgeous George gained mainstream popularity, followed in the Second Golden Age in the 1980s–early 1990s by Hulk Hogan, André the Giant, "Macho Man" Randy Savage, Ric Flair, "Rowdy" Roddy Piper, Ultimate Warrior, Sting, Dusty Rhodes, Bret "The Hitman" Hart, Shawn Michaels, and The Undertaker, and in the Third Golden Age of the mid-1990s–early 2000s by the likes of "Stone Cold" Steve Austin, The Rock, and Triple H.