I felt that was the meat of this article. You can read the whole thing here:"We have a whole department, a creative writing department. We have more than 20 writers at this particular time," said WWE Executive Vice President of Talent, Live Events and Creative Paul Levesque (aka legendary WWE superstar "Triple H"). "They come from everywhere. From soap operas to late-night television to movies to theater to former wrestlers. Storytelling is storytelling. Some of them are fans and have a wrestling background. Others don't. They might be really good at the relationship part and somebody else has to help them bring it back to the ring. ... It's a staggering job. The thing is it's never-ending. It's not just they write Monday Night Raw. They write about 10-15 hours on any given week of original content."
It's a job that requires both copious creativity and a nimble willingness to meet change head-on. A new week begins Wednesday, after Raw ends Monday night and SmackDown tapes on Tuesday night, with several meetings to flesh out ideas for the next week. Eventually, the rough ideas end up being presented to the lead writing team and senior brass, including WWE Chairman and CEO Vince McMahon, in a giant conference room with a long sturdy table.
On Monday, after days of development, the script hits the hands of the talent and the road team of agents and experts. For main event angles, top talent like Daniel Bryan get a chance to add their voices to the mix. While he'd normally share his thoughts with a road agent assigned to his matches, working with heavyweights like Triple H eliminates a step in the process.
"When I'm working with Triple H, it's easy," Bryan said. "I just tell Triple H what I think. He's very smart as far as what works. If he's bringing you something, it's usually a pretty good idea.
"He's got years of experience working with these top-level, high-level storylines. My brain doesn't work like that. I was on the independent scene so long, I think in terms of matches. 'Oh, this would be a great concept for a match or this would be a great story within the context of a match.' ... And sometimes we might not necessarily agree, and we'd go and talk to Vince."
Once talent has had its cut, the entire creative team gets a final chance to perfect the finished product. Even then, it's not considered truly complete until it hits the air on the USA Network in front of an average audience of between four and five million viewers a week.
"We're tweaking that thing until it's out the door," Triple H said. "It's not done until it's live. And even then, it's living and changing. [John] Cena can go out for segment one, come back and say, 'I'm not feeling this for later.' And he's right.
"The hardcore fans cringe when we say this. But the reality of it is, the story is the magic...and the truth is, though all of our storylines have to end up back in the ring and the wrestling part has to deliver to the point fans say, 'That was awesome, what a payoff,' we're not boxing. ... It's about characters and their relationship. That's a storyline. We are more like the Rocky movie than we are like a sport. The storylines are what's important."