According to the Wrestling Observer Newsletter, Bruce Prichard’s role on Raw and Smackdown isn’t really really to drive the creative side of the show but rather to oversee the team, implement ideas and execute Vince McMaMahon’s orders.
He also liaises with other departments about things like merchandising, ensuring that network and promotional partners are kept in the loop.
For example, if a talent is returning, he coordinates and makes sure that the partners know the date of the return so they have merchandising and promotional things ready to go.
Prichard also deals with the networks – USA and FOX – though as of late, Kevin Dunn has stepped in on that front and it is assumed that new executive Nick Khan will also be helping with that.
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