December 1, 2008

CableFAX: 14. McBrand Maven: Judy McGrath

Judy McGrath
Title: President, MTV Networks
Last Year: #22
Age: Ranges from Nickelodeon to TV Land prime, depending on the day
Education: mtvU

Why Her? It’s no secret that Viacom’s MTV Networks has faced its share of turmoil in the last few years, culminating with numerous reorgs and the departure of Tom Freston. But one thing has remained stable: Judy McGrath. But while the MTV-branded nets have been challenged — especially on penetrating online and mobile platforms amid massive competition — Comedy Central has become a powerhouse under McGrath (6 Emmys in a row for The Daily Show). In addition, Nickelodeon and Nick at Nite are perennial ratings grabbers. MTVN has retrenched as it improves efforts to take advantage of social networking, mobile video and other new distribution avenues. It won’t be easy.

Worth Watching: Viacom’s lawsuit against YouTube continues, but its eventual resolution could usher in new life for MTVN’s online distribution efforts.

The Year Ahead:
The MTV-branded nets remain in flux. But we think McGrath is up to the task.

Favorite Music: All-time: Neil Young; right now: MGMT, Beck, The National, Alberta Cross

Favorite Part of My Job: Being surrounded by visionaries, misfits and geniuses

Best Business Advice Received: "The nuns aren’t always right." — thanks, mom

Trait I Most Admire in People: Authenticity

My Hero: Barack Obama

MG

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