PDF Summary:Nitro, by Guy Evans

When Hulk Hogan defected from his heroic persona to join forces with Scott Hall and Kevin Nash, the wrestling world was shocked. In Nitro, Guy Evans pulls back the curtain on the iconic nWo storyline and the fierce "Monday Night Wars" between WCW and WWF in the 1990s. This blow-by-blow account explores Eric Bischoff's unconventional strategy of creating more mature, edgy programming to attract an older fan base, and the fallout from WCW's increasingly outrageous storylines and lavish contracts.

While the Monday Night Wars sparked mainstream interest in pro wrestling, Evans reveals how real-life backstage conflicts, shifting corporate ownership, and the blurring line between fact and fiction contributed to WCW's eventual collapse and the rise of the WWF's "Attitude Era." Evans weaves together insights from wrestling insiders, industry analysis, and the fans' own online frenzy as they tried to unravel the increasingly meta product unfolding each week on Raw and Nitro.

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Other Perspectives

• Criticisms regarding the lack of authenticity may overlook the skill and athleticism required to perform in professional wrestling, which is genuine and requires a high level of dedication and talent.
• The leadership's comments, if they occurred, might have been taken out of context or represented only a few voices within the organization rather than a consensus.
• The challenges in securing advertising funds could be due to a mismatch between the WCW audience and the type of products or services that potential sponsors offer.
• The perception of Nitro's content as not family-friendly could be more about societal biases against professional wrestling as a legitimate form of entertainment rather than the actual content of the show.
• The focus on family-friendly content may ignore the purchasing power and influence of adult-only households.
• The assumption that a "blue-collar, rural, non-college educated" audience is less attractive to advertisers may be based on outdated stereotypes and not consider the purchasing power and brand loyalty that this demographic can offer.
• The success of other programs with similar demographics suggests that the issue might not be with the audience but rather with the perception and presentation of the demographic to potential sponsors.

The internal struggle was about finding a middle ground that would please both the conventional fans of wrestling and the growing audience of knowledgeable viewers.

WCW's leadership grappled with maintaining the core aspects of their programming, including narratives, personas, and the structure of matches, while also striving to create a unique product. The internal struggle was clear as the organization faced the task of keeping its traditional fanbase of working-class southerners, who preferred the classic 'territory-style' wrestling, engaged while simultaneously drawing in a fresh audience amid intensifying battles for television audiences.

The outcomes of Bischoff's daring and occasionally impulsive decisions resulted in an overreliance on veteran wrestlers and a lack of a clear plan for advancing WCW's narrative.

Guy Evans highlights the oversight by Bischoff and the WCW executives in failing to balance the signing of prominent WWF figures with the nurturing of up-and-coming stars from within their own organization. Diamond Dallas Page's ascent to stardom as a wrestling legend in the 1990s was overshadowed as the majority of praise, honors, and monetary gains were directed towards the stars of the World Wrestling Federation. After the initial wave of success with the 'nWo' storyline, WCW struggled to create another innovative concept.

Other Perspectives

• The reliance on veterans could also be seen as a way to mentor younger talent behind the scenes, potentially creating a more robust roster in the long run.
• The success of the 'nWo' storyline itself indicates that there was at least some level of clear planning in WCW's narrative approach, as it was a well-executed concept that resonated with audiences.
• The narrative that WCW failed to nurture their own stars might overlook individual success stories within the organization that were not as publicized.
• Diamond Dallas Page's legacy in professional wrestling, including his induction into the WWE Hall of Fame, suggests that his accomplishments were recognized and celebrated despite the competition from former WWF stars in WCW.

The strategies and tactics utilized by WCW and WWF throughout the period known as the "Monday Night Wars."

During the era referred to as the Monday Night Wars, WCW and WWF engaged in intense rivalry to outdo each other in television ratings, pouring substantial resources into their efforts without much consideration for future consequences. Evans enriches the portrayal of the dispute by weaving in perspectives from every party involved, including the actual participants.

Both entities implemented forceful strategies with the intention of surpassing and weakening their competitors.

From 1995 to 1998, WCW and WWF engaged in a fierce rivalry, each utilizing aggressive tactics to hinder the other's advancement. The two organizations often engaged in open or secretive attempts to attract the best professionals from one another. McMahon reacted to WCW commentators revealing future Raw tapings by criticizing their poaching of his wrestlers and highlighting the authentic, family-operated nature of his enterprise. The dispute intensified as WCW defiled a WWF championship belt on air, which resulted in a time marked by the use of legal tactics.

The fierce competition for audience attention fostered a ruthless environment that influenced the dynamics between the wrestlers, their representatives, and the company's leadership.

Evans highlights the essential distinctions, whether real or perceived, between the two parties. They collaborated as competitors to boost their profits while also working together to build an audience for a niche form of entertainment.

Practical Tips

• You can analyze your workplace dynamics by mapping out the relationships and power structures. Start by creating a diagram that includes colleagues, managers, and other stakeholders, noting how competition for recognition and resources affects interactions. This visual representation can help you understand where you might need to strengthen relationships or strategize to improve your position.

The transformation in the artistic direction of both corporations.

The executives at WWE were forced to adapt to a competitive environment that was both novel and unfamiliar. Despite his initial hesitation, Vince McMahon, the leader of WWF, recognized the necessity to change the successful approach of the 1980s due to declining viewership and a substantial decrease in merchandise revenue, which led him to embrace the principle of adapting to the changing environment.

The onset of the "Attitude Era" in the World Wrestling Federation's programming was a direct response to Nitro's initial successes, intensifying the excitement among fans.

The recruitment of Vince Russo and Ed Ferrara by McMahon played a crucial role in the revitalization of the WWF, as noted by Evans. The authors advocating for change suggested a technique for crafting the weekly flagship program Raw that involved depicting classic wrestling personas in an ambiance that was more ominous and mature, tailored to an adult audience; this approach included weaving real-life incidents into storylines, employing language with more innuendo, and focusing more on aggressive and provocative material.

Context

• Vince McMahon, the owner of WWF, was instrumental in driving the "Attitude Era," often appearing as an on-screen character to enhance storylines and rivalries.
• The "ominous and mature ambiance" often included darker lighting, intense music, and more dramatic storytelling techniques to enhance the overall presentation.
• This era was marked by controversial and edgy content, which sometimes drew from actual backstage politics and rivalries, adding layers of intrigue and drama.
• The use of innuendo was part of a broader strategy to compete with World Championship Wrestling (WCW) and its show Nitro, which was gaining popularity at the time.
• This era was marked by the rise of iconic wrestling figures such as Stone Cold Steve Austin, The Rock, and D-Generation X, who embodied the rebellious and anti-establishment themes of the time.

The rivalry for audience attention grew fiercer due to the incorrect assumption that the number of viewers was unchanging, with a relentless emphasis on outperforming rivals in terms of weekly television ratings.

Evans contends that the emphasis placed on winning the weekly Monday Night Wars precipitated a so-called 'fixed-pie' fallacy for both organizations: in essence, assuming there existed a discrete number of viewers who wanted to watch pro wrestling on television. Audience numbers varied, indicating that one group's success did not necessarily come at the expense of another, rather than merely dividing a steady viewership. In their quest for supremacy, WCW and WWF failed to consider a more strategic approach that involved expanding the overall market.

The inadvertent collaboration between the two wrestling organizations sparked curiosity in the sport, despite not achieving their main goal of expanding their viewership.

Guy Evans highlights the expansion of the wrestling sector, pointing to the rise of Extreme Championship Wrestling (ECW), previously a more obscure wrestling organization. The confrontations that took place on Monday evenings significantly boosted the recognition of ECW's leading wrestlers, including Rob Van Dam, Sabu, and the Dudley Boyz, making them household names, along with ECW's success in securing a television contract with TNN (The Nashville Network).

Practical Tips

• Start a local fan club or discussion group for a lesser-known sport or hobby in your area to understand community building. This will give you practical experience in growing a sector from the ground up, much like ECW did with wrestling. You might choose something like quidditch or disc golf and organize regular meet-ups or friendly competitions.
• Start a social media campaign that aligns with the schedule of a major event in your field of interest. If you're into amateur filmmaking, launch a series of short films on YouTube or TikTok during the Oscars season. Use relevant hashtags to tap into the buzz and increase visibility for your work.
• Engage in friendly competitions or challenges within your community to showcase your skills and gain recognition. If you're a baker, participate in or organize bake-offs in your local area or online. Document your creations and the competition process on social media, and encourage others to share and participate. This not only helps you get noticed for your baking talents but also builds a sense of community around your passion.
• Create a YouTube channel or podcast where you regularly engage in friendly debates or discussions on topics you're passionate about. This will not only help you refine your argumentation skills but also attract an audience interested in your perspectives. Ensure each episode has a clear theme and invite guests to challenge your views, which can help boost your profile through cross-promotion.
• Enhance your brand's credibility by securing endorsements from recognized entities in your field. If you're an author, for example, getting your book reviewed or recommended by a respected critic or influencer can lend authority to your work and attract attention from their followers.

The internal dynamics, contentious internal rivalries, and obstacles that led to the ultimate collapse and conclusive termination of WCW.

During the mid-1990s, WCW reached the pinnacle of its success, marked by a swift growth in audience numbers and a substantial increase in earnings that many leading companies coveted. Guy Evans highlights that WCW's collapse was the result of a complex network of interconnected challenges, despite appearances suggesting otherwise.

The rise of The Kliq led to a leadership vacuum when Eric Bischoff stepped down from his role as president of WCW.

Guy Evans offers an in-depth narrative underscoring The Kliq's role in the decline of WCW. The quintet of prominent wrestlers, consisting of Scott Hall, Kevin Nash, Shawn Michaels, Triple H (Paul Levesque), and Sean Waltman, wielded significant influence behind the scenes within the WWF and WCW, resulting in strained interactions with many of their peers. Hall and Nash frequently collaborated to challenge creative directions they opposed and occasionally demanded control over the outcomes of their matches.

The escalating internal conflicts and absence of a cohesive leader led to a decrease in innovation and the departure of skilled employees.

Eric Bischoff's exit from his position as Executive Vice President in September 1999 ignited a battle for control within WCW. Bret 'The Hitman' Hart, previously a prominent figure in the WWF and WCW's highest-paid athlete, was instrumental in the exit of several wrestlers who were dissatisfied. The departure of prominent wrestlers like Chris Benoit, Eddie Guerrero, Dean Malenko, and Perry Saturn had a considerable impact on the nature of wrestling programming. The shift in fortunes signified a crucial turning point, reflecting a lack of unity in the higher ranks of command.

Context

• Bret 'The Hitman' Hart was a highly respected and influential figure in professional wrestling, known for his technical skills and storytelling ability in the ring.
• A cohesive leader helps cultivate an organizational culture that values and rewards innovation. Without such leadership, the culture may become risk-averse or stagnant, discouraging new ideas.
• The wrestlers who left WCW, such as Chris Benoit and Eddie Guerrero, were not only talented performers but also brought a unique style and work ethic that contributed to the diversity and appeal of wrestling matches.
• The internal conflicts and lack of a unified leadership approach led to inconsistent decision-making and strategic missteps, which were detrimental to WCW's competitive standing.

The tumultuous tenure of Vince Russo, his distinctive approach to producing content, and his eventual departure

In a bold attempt to reverse WCW's decline, CEO Bill Busch, newly in charge, opted to adopt a more provocative style characteristic of the WWF by hiring Vince Russo, the former lead writer for Raw. Russo and his experienced colleague Ed Ferrara believed that the storylines offered by WCW were antiquated and simplistic. Russo and Ferrara were the architects of an innovative approach to organizing their wrestling programs, integrating aspects from popular culture like TV, music, and topical happenings, and aligning with actual concerns that were the buzz of internet fan forums, all the while crafting storylines that interconnected different wrestlers through intersecting feuds.

Russo's strategy, which emphasized sensationalism and convoluted plots, was at odds with the traditional values of WCW and TBS, leading to his creative burnout and a decline in his ability to generate fresh ideas.

Evans cites Russo's arrival in October 1999 as a key turning point, but not for the reasons one might expect. During his leadership, the organization experienced a modest increase in audience figures according to Nielsen ratings, and he received praise from a notable circle of media experts and analysts in the realm of professional wrestling; however, Russo's decisions, along with the already present challenges in WCW, exacerbated the precariousness of the circumstances.

The strategies and objectives of Russo have come under rigorous scrutiny and have been heavily critiqued in the aftermath of WCW's downfall. Russo argued that the unfavorable feedback he encountered was primarily undeserved, since it originated from a significant misinterpretation on the part of those who critiqued his work.

Other Perspectives

• What might be perceived as convoluted could actually be an attempt to create more layered and nuanced narratives, which could appeal to a segment of the audience that prefers depth in storytelling.
• What is considered at odds with traditional values could also be viewed as a creative divergence that had the potential to reinvigorate the brand and attract viewers who were looking for something new and different.
• The wrestling industry is known for its cyclical nature, and what appears to be a creative burnout might actually be part of a natural ebb and flow in the popularity of certain storytelling styles and plot devices.
• Audience metrics did show an increase during Russo's tenure, suggesting that his ideas had a positive impact on viewership, which could contradict the notion of his creative decline.
• Russo's arrival may have been a turning point, but it could be argued that it was not the key turning point, as WCW faced a multitude of issues both before and after his arrival that contributed to its challenges.
• A modest increase in audience figures may not be indicative of long-term success or stability; it could be a temporary spike due to curiosity or novelty.
• Praise from a notable circle does not necessarily reflect the broader consensus within the professional wrestling community or the general audience.
• Some of Russo's decisions may have been influenced by network or executive pressures, which could have limited his ability to make positive changes.
• The praise from media experts and analysts implies that there was professional respect for Russo's approach, which may counterbalance some of the heavy critiques.
• Feedback, whether favorable or not, is an inherent part of any creative endeavor, and it is possible that some of the unfavorable feedback was constructive and intended to guide improvements.
• Critics may have had a clear understanding of Russo's strategies but disagreed with their effectiveness or appropriateness for WCW.

WCW was continually challenged by economic issues and complex financial record-keeping throughout its operational years.

The narrative surrounding the demise of WCW ascribes its failure to uncontrolled spending, leading to excessive costs and internal strife caused by resentment regarding lavish guaranteed contracts. Guy Evans' book offers an in-depth analysis of WCW's complex financial and structural aspects within the broader context of the Turner conglomerate, supported by numerous compelling examples.

The firm faced difficulties in converting its large viewership into commensurate financial gains, as it heavily relied on lavish guaranteed contracts and had trouble creating a solid foundation for product merchandising and market exploitation.

The initiation of providing wrestlers with significant fixed base salaries, which started before Bischoff took the helm and persisted into Russo's tenure, limited the company's ability to adjust its financial commitments and resulted in dissatisfaction among wrestlers who did not merit such contracts based on their performance. WCW's financial management resulted in lower-tier wrestlers feeling disconnected, with management attempting to comply with Turner's budget constraints, while the WWF motivated its performers by linking their earnings to the organization's growth, emphasizing bonuses from pay-per-view events and significant agreements for licensing and merchandise.

Other Perspectives

• Financial gains are not solely dependent on the ability to monetize viewership directly; indirect revenue streams such as partnerships, sponsorships, and digital content can also be significant.
• A strong foundation for product merchandising and market exploitation is not the only factor for financial gains; the firm may have other viable revenue streams that were not maximized.
• A fixed salary structure can simplify payroll management and budget forecasting.
• Dissatisfaction among wrestlers could be a result of poor communication and management practices rather than the structure of the contracts themselves.
• Some lower-tier wrestlers might have appreciated the stability of fixed contracts, even if they were not as lucrative as those of top-tier talent.
• Compliance with budget constraints should not lead to a significant disparity in wrestler satisfaction; a more balanced approach could have been sought that addressed financial limitations without causing internal discontent.
• Relying on bonuses from pay-per-view events may not be sustainable if the market for such events declines or consumer preferences shift away from this type of content.

The decision to cease wrestling operations followed the consolidation with Time Warner

Evans suggests that the downfall of WCW unfolded gradually, culminating in a critical event in January 2001, following prolonged discussions that culminated in a merger orchestrated by Time Warner's Jerry Levin and AOL's Steve Case.

The discontinuation of Nitro and Thunder was influenced by several key decisions, including Jamie Kellner's resolution and the shift in TNT's focus toward drama-based content, which did not align with the network's long-standing goals.

Jamie Kellner assumed leadership of Turner Broadcasting following the merger, signaling an intent to divest from subsidiary operations that were not profitable. The promotional and content scheduling departments at TNT addressed the challenge of a dispersing viewership by launching a rebranding effort designed to forge a unified brand identity appealing to a sophisticated, well-educated demographic holding college degrees. The composition and substance of WCW's transmissions presented a significant obstacle to realizing this goal.

Context

• Jamie Kellner was a television executive known for his role in launching and managing successful networks like The WB. His experience in network management often involved strategic shifts to align with market trends.
• Around this time, there was a growing cultural appreciation for "quality TV," characterized by critically acclaimed dramas. Networks like HBO had set a precedent with shows that appealed to discerning audiences, influencing other networks to follow suit.
• During this period, there was a growing trend in television towards niche marketing, where networks aimed to capture specific audience segments with tailored content. This often meant moving away from broad, general entertainment to more specialized programming that could command higher advertising rates.

The fierce competition that existed between WCW and the WWF had profound impacts on both societal norms and cultural dynamics.

Evans highlights the considerable clout of the pro wrestling sector, particularly amid the unparalleled boom of the 1990s, in his portrayal of WCW's chronicle. Wrestling personalities capitalized on the increased audience from both Nitro and Raw to achieve recognition on the covers of widely-read magazines, expand into the movie business, obtain agreements for merchandise, and promote video games.

Professional grapplers, whose popularity surged significantly, not only appeared in advertisements and made guest appearances on a variety of television shows but also became characters in the narratives of video games.

The narrative of the New World Order's rise, owing to its substantial influence, inspired a multitude of imitations, tributes, parodies, and comebacks in different entertainment mediums. The movie "Ready to Rumble," which came out in 2000 and was centered on WCW, holds importance; despite its lack of box office success, it featured cameos from many of WCW's top wrestlers and humorously portrayed Eric Bischoff, the company's most enthralling villain on TV, as a wicked promoter.

The growing prominence of the nWo symbol, along with an increasing interest in "extreme" sports and entertainment, sparked discussions about the character and presentation of wrestling shows.

Guy Evans highlights how the content of WCW's programming often ignited wider conversations about the depiction of violence, crude language, and sexual themes on various television channels. Critics frequently voiced apprehensions regarding its detrimental effects on social conventions, highlighting its allure for younger audiences.

Other Perspectives

• The nWo symbol could be seen as a reflection of the evolving tastes of the audience rather than a cause of change in the wrestling industry.
• WCW's programming was a reflection of broader societal trends rather than a catalyst for discussions on violence and indecency.
• Wrestling programs often incorporate moral tales where good triumphs over evil, which can reinforce positive social conventions and ethical behavior.
• Younger audiences are drawn to a variety of entertainment forms, and wrestling is just one of many; focusing solely on wrestling may overlook the complex media landscape in which young people find their interests.

The rise of the Internet revolutionized the interactions among wrestling fans, performers, and the executives within the industry.

Evans credits the digital era with both the remarkable expansion and the eventual decline in wrestling's popularity. He elucidates how the rise of internet-based wrestling news sites deepened the knowledge of fans, offering them the opportunity to quickly connect with like-minded individuals in virtual forums to exchange theories, critique the latest happenings, and express their views on specific storylines or matches.

The emergence of chat rooms, online "dirt sheets," and cutting-edge streaming technology has facilitated instant communication and feedback among wrestling enthusiasts and viewers.

WCW set itself apart by being a trailblazer in utilizing the internet via its official website (WCWwrestling.com) and partnerships with platforms such as AudioNet, providing enthusiasts with a distinctive experience that featured interactive talk shows and live video streaming throughout regular tapings and during major event transmissions.

Other Perspectives

• The use of these technologies can contribute to a less communal viewing experience compared to traditional live event attendance, where fans physically gather and share the experience in real-time.
• The effectiveness of WCW's online presence through its website and partnerships like AudioNet could be questioned if there were any issues with user experience, such as website downtime or poor streaming quality.
• The focus on online enhancements could have potentially alienated traditional viewers who were not as tech-savvy or did not have access to the internet.

The conversation focuses on distinguishing real events from scripted ones, weaving elements from behind the scenes into the narratives broadcast on TV, and also emphasizes the increasing intrigue surrounding the narrative techniques used in production.

Vince Russo and Ed Ferrara's decisions were greatly influenced by the direction they received while holding top creative positions at WWF. The manner in which Raw Is War was presented intentionally mirrored occurrences taking place outside the show's scope.

World Championship Wrestling (WCW) and the World Wrestling Federation (WWF) utilized storytelling techniques that blurred the lines between what was fictional and what was real, thereby enriching the intricacy and genuineness of their shows.

The paradox for fans who understand the intricacies of professional wrestling is that it needs to be acknowledged as an athletic competition with established outcomes, while still being genuine in its fundamental rules and competitive spirit. The WCW's creative team rose to the occasion by developing approaches that deepened the audience's engagement with the plot, transitioning from explicitly guiding audience responses via commentary to creating instances that genuinely astonished viewers with unexpected turns in the story. Prior to the recruitment of Russo and Ferrara, the WWF had a reputation for integrating real-life events into its storylines, as seen in the infamous feud between Mike Tyson and Steve Austin.

Technological advancements propelled the blending of creativity with reality, a characteristic commonly associated with secretive agencies, to unprecedented heights. Spectators at live events were encouraged to engage by showing authentic signs, a practice that was notably evident in the incident with 'Booker Man'.

Context

• In professional wrestling, "kayfabe" refers to the portrayal of staged events as real. This concept is crucial for maintaining the illusion of reality in wrestling storylines, allowing fans to become emotionally invested in the characters and narratives.
• The industry has evolved to openly acknowledge its scripted nature, yet it continues to captivate audiences through its unique combination of athletic performance and theatrical storytelling.
• WCW's flagship show, "Monday Nitro," was broadcast live, allowing for real-time surprises and plot twists that could not be leaked beforehand, enhancing the shock value for audiences.
• The storyline was crafted to appear as if there was real animosity between Tyson and Austin, culminating in a memorable moment where Tyson knocked out Shawn Michaels after the match, aligning himself with Austin.
• Improvements in special effects technology allowed for more dramatic and believable in-ring moments, enhancing the spectacle and realism of the events.
• This refers to a moment during a WCW event when a wrestler, Kevin Nash, broke character and referenced the backstage role of a "booker" (someone who plans match outcomes and storylines), specifically pointing to Hulk Hogan. This incident highlighted the blending of reality and fiction in wrestling.