Менеджеры и менеджмент (Executives and Management) - 13 стр.

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As chairman and CEO of MTV Networks, McGrath is in charge of multiple networks owned by Viacom,
including the 23-year-old pioneering music channel. Known for her originality and creativity, she influences
programming that reaches 400 million viewers of more than 100 channels broadcast in 164 countries and 18
languages.
McGrath joined MTV in the network's infancy in 1981 as a copywriter in MTV's on-air promotions de-
partment. She remembers the uncertainty and pressure that greeted the novel idea of a music video channel.
"How could we combine these two powerful things, music and television, and come up with something
fresh?" she told CNN during MTV's 20th anniversary year in 2001. "There was absolutely no sense that it
would work."
But the maverick cable channel did work, changing how the world looks at music – and musicians.
McGrath quickly rose through the pop culture channel's ranks, developing shows and events such as the MTV
Video Music Awards, "Total Request Live," "The Real World," "The Osbournes" and "Punk'd."
In July 2004, already heading MTV and Comedy Central, McGrath's oversight was expanded to include
additional networks such as TV Land, Nick at Nite and Spike TV.
Tom Freston, Viacom's co-president and co-chief operating officer, described McGrath as the perfect per-
son for the job when he announced the promotion.
"Ours is a business of creative vision, smart brand building, unrelenting consumer focus and good execu-
tion," he said. "I feel very proud and fortunate to be able to turn this job over to Judy and very much look for-
ward to seeing her influence on the company grow and grow."
Recognizing the importance of the international audience has had a lot to do with her success, McGrath
says. In November, she announced the planned launch of MTV's 100th channel – MTV Base in Africa.
"With more than 75 percent of MTV's channels outside of the United States, we are a truly global operation
that is fuelled by the exchange of creative ideas and cultures," she said in a press release about the new channel.
"Our international business is so important to the overall growth of MTV Networks and now reaching the
100-channel milestone, it is clear that there is no media company better positioned to benefit in the expanding
international marketplace."
McGrath's success has landed her on numerous lists of the world's most powerful women and executives.
Fortune magazine recently named her one of the 50 most powerful women in business. (MTV Networks is Via-
com's most profitable division, with a projected $2 billion in profits this year.) And this year she received one
of Glamour magazine's Women of the Year awards in a televised November ceremony.
Image, attitude and originality have kept MTV on the cutting edge of television and business, and McGrath
says the network will continue to change with the times.
"I think our mantra has always been 'Evolve or die.' "
T a s k 12. Sum up the offered pieces of advice and comment on their importance.
Management Masterclass
By Christine Hayhurst, Chartered Management Institute Wednesday, December 22, 2004
– The Chartered Management Institute shapes and supports the managers of tomorrow, helping them
deliver results in a dynamic world. With 74,000 individual members and 500 corporate members, the Insti-
tute helps set and raise standards in management, encouraging development to improve performance.
Q: "I'm considering an offer to take up a position as general manager for a company which started
off as a distributor for imported goods. The company has decided to start manufacturing and the CEO
wishes to expand the company and create a professional environment. My brief would be to create sys-
tems and structures to take the company beyond its present level. I like the challenge but have little pre-
vious experience to call on. What are the key steps I ought to take in this situation?"
– Anabel, UK.
A: Starting a job in a new area of a business can be daunting however experienced you are.

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