In the world according to Vince McMahon, World Wrestling Entertainment Inc.’s chairman and chief executive, an all-wrestling television network is the way to go, reports Reuters.

McMahon will launch a cable channel that’s all wrestling and wrestling personalities, all the time. The programming will feature matches, naturally, but also scripted storylines and shows for the stars.

The targeted launch date appears to be mid-2012 or early 2013, according to WWE Chief Operating Officer Donna Goldsmith. McMahon had a shorter timeline in mind when he talked earlier this year about plans for the network, but Goldsmith told Reuters this week, “ It’s taken us longer to galvanize the troops and figure out where we’re going.”

Goldsmith said the model for the WWE venture is likely to be similar to what Major League Baseball has done, involving pay-TV operators as part of the ownership of the network.