I think Tito was being himself on the show.
The UFC was in a serious slump in the mid to late 90s. Dana walked in, took over the UFC, saw a very confident young up and comer in Tito.
What was the best way to get attention for the UFC, get a very charismatic champion. Tito was told to be an overly arrogant ass, to take his post victory celebrations over the top, to talk serious trash during interviews. That's what sells. Soon after buyrates and ticket sales skyrocketed.
Do you really think Tito acts that way all the time? It's hard work being an ass 24-7.