It’s said that at least one cable sports channel was very interested in signing WWE before the deal with NBCUniversal was done last week.
When the channel heard what WWE wanted in return, they lost interest. Word is that WWE overplayed their hand in negotiations from day one and that’s what led to a lack of bids from other networks.
The perception in the TV industry is that WWE was cheap programming that helps their station with ratings.
(Source: Wrestling Observer Newsletter)