Bischoff talks to Alternativenation.net about Randy Savage, Vince McMahon and comparing a Cena heel turn to Hulk Hogan’s in the 1990’s.
You’ve got to put everything in the proper context. There were no NWO shirts for sale before I turned Hulk Hogan heel. One disadvantage I had when I launched Nitro, compared to WWE, is that they had very sophisticated licensing and merchandise, WCW didn’t have any. This is one of the reasons I had to guarantee contracts, because if I didn’t guarantee how much money somebody was going to make, there was no chance in hell they were going to make enough to live off of if it was in part based on licensing and merchandising that didn’t exist. It is what it is, and was what it was, based on what I inherited, when I inherited it. But it was also an advantage, because I didn’t have to risk the same type of financial impact that for example WWE might be analyzing, ‘Okay, what happens if John Cena merchandise goes away?’ I didn’t have that challenge, because I wasn’t making any anyways. I had nowhere to go but up.