Re: Some of the bigger issues facing Raw and the WWE today.
I agree with some of the OP's worries. The 3 hour Raw isn't working, but mainly because the show simply has nothing in it of value. If Raw went back to 2 hours, the same problem is there, there's just an hour less of it.
I don't get OP's point about "something has to be done about the scripted nature of the show". wut? They're not going to fight for real, and if the show wasn't scripted, everyone's going to want to go over. Then nobody gets over.
Someone has to lose. Someone's got to look bad.
These are the actual main problems of WWE, besides the 3 hour Raw (imo of course):
Most of the wrestlers on the show feel, and are generic
Most of the matches on the show feel generic
Most of the looks of the wrestlers on the show are generic
Most of the gimmicks on the show are generic
Most of the wrestler names on the show are generic
Most of the promos and storylines on the show are generic
Long story short, almost everything about the show feels generic. And it starts and circles around the wrestlers themselves. The usual kinds of wrestler WWE has been going with lately have not been working out. The new direction is a failure. Fans are leaving.
WWE needs to go back to airing more gimmicky wrestlers, with memorable appearances and names. Movesets need to be more memorable and associative with the wrestlers, not have every dude do a bunch of the same basic moves just to hear IWC smarks (5-10% of the WWE fanbase) talk about how great they are for doing all the basic wrestling moves in a match.
Aside from that, obviously storylines need a lot of work. The same guy can't keep going over for a year straight or even longer. These guys have to lose occaisionally to relieve the pressure of annoyance at their rampant winning and going over in every match and promo. This includes but isn't limited to: John Cena, CM Punk, Sheamus, and Big Show.
Imo, those are the key points WWE needs to look at. Make the show less generic, add in more stories to the mid card/around the titles, and stop putting over the top 2 guys on each show 99% of the time. That worked when there wasn't a show aired every week, but now it just gets unbearable.