A few short hours after this post gets published, World Wrestling Entertainment will make the 'ground breaking' announcement they have been promising for a number of weeks, but more vociferously on the most recent episode of Monday Night Raw.
For those living under a rock, the revelation concerns the launch of WWE's very own Internet-based network.
The WWE Network, which I doubt will be available to the UK consumer legally, is rumoured to cost subscribers $9.99 a month.
For this price, fans will get on demand content from the library of WWE (and I'd bet content from other libraries the company have purchased over the years) as well live streaming of all pay-per-views.
The deal maker for many could be the fact that WWE will offer WrestleMania XXX to its Network subscribers*. It's a one-off as Mania will go back to being exclusive to pay-per-view in 2015.
I'm looking forward to see how this takes off. I personally feel it has potential to be a hit amongst the hardcore fans.
The announcement will take place in Las Vegas at 2:30am and will be streamed online via the WWE app, YouTube, Facebook, Twitter, Yahoo, Google+. Pinterest and Pheed.
*According to reports, the initial sign-up price is $60 for six months. As this includes WrestleMania XXX, customers are getting value as the pay-per-view cost alone is in the 55-60 dollar range.