By James Caldwell, PWTorch columnist

Appearing at the 36th annual UBS Global Media & Communications Conference in New York City this afternoon, WWE CEO Linda McMahon openly admitted to TV storylines being scripted and winners pre-determined.

WWE has been open about this aspect of their TV product for several years, but McMahon has not expanded on the issue to the degree she went at the press conference.

"Television stories, for those of you who don't know, are (pause) scripted," McMahon told individuals gathered at the conference speech with a smile.

After going through the formal presentation, she was asked to expand on her statement during the Q&A portion of the conference.

"Most of it is scripted," she said. "It's important to note with that is that while the storylines are scripted and we know who the winners and losers are, the real pros know how to get in the ring and interact with the audience."

McMahon then described "ring generals" calling matches in the ring and the art of reading an audience to know when to incorporate highspots - yes, she said "highspots" - and when to slow down the action before building back to a crescendo.

Link: WWE's UBS streaming conference audio.

Caldwell's Analysis: It was almost surreal listening to Linda McMahon describe the art of wrestling to a group of investors, potential investors, and media members. We typically think of McMahon as the business side of WWE without wrestling knowledge, but having been in the business for nearly 30 years, she certainly would be expected to know a thing or two about how to work a match, at least from an outside-the-ring perspective.

RELATED STORY at PWTorch.com: Linda McMahon describes WrestleMania 25 to 24 on ticket sales.

We suggest these recent related articles...

WWE NEWS: Superstars SPOILERS - Results from Chicago Raw

WWE NETWORK: Monday, Oct. 12 Schedule - Raw pre-show, Sting DVD preview

WWE NEWS: Lana & Rusev reportedly engaged - follow the interesting 2015 timeline