Менеджеры и менеджмент (Executives and Management). Коломейцева Е.М - 11 стр.

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185
KH: Keys, wallet, cell phone.
T a s k 10. Sum up and discuss the main facts from the
manager’s profile.
Judy Mcgrath, MTV Networks
(TIME) – In the more than two decades that she has spent helping
build a fledgling music-video channel into one of the most powerful
global media brands, Judy McGrath, 51, has always stayed in touch
with what she likes to call her "inner teen." Now that she has taken
over the reins at all of parent company Viacom's vast, fast-growing
cable operations, including MTV, MTV2, VH-1, CMT, Nickelodeon, TV Land and Comedy Central, you might think
she would need to get more in tune with her outer adult. But being responsible for the crown jewel of Sumner Red-
stone's empire – generating nearly $3 billion in profits this year alone and reaching 400 million viewers in 164 countries
– has done little to dull McGrath's rebellious spirit or passion for "driving creativity," as she puts it. Even with a hus-
band and 10-year-old daughter at home, you can find this self-described "music junkie" at the occasional late-night club
gig. These days, McGrath is spending lots of time overseas too, where she is intent on expanding Nickelodeon's pres-
ence and developing more original programming for MTV, including the soon-to-debut MTV Base in Africa. Back
home, a year after Janet Jackson's MTV-produced Super Bowl half-time striptease, McGrath may again be a lightning
rod with the February launch of her newest U.S. channel, Logo, a 24/7 network for gays and lesbians. Not surprisingly,
controversy doesn't particularly concern her. Instead, says the Scranton, Pa., native, who started at MTV in 1981 as an
on-air promotions copywriter, "I am always worried about missing a cultural beat." – By Daniel Eisenberg/New York.
EDUCATION
Bachelor's degree in English from Cedar Crest College, 1974
CAREER
McGrath started at MTV in 1981, working as an on-air promotions writer. Ten years later, she assumed all respon-
sibility at MTV for programming, music, production and promotion, in 1993 becoming the network's president. In
2002, McGrath also took on oversight of VHI and CMT, in her job as MTV Networks president. She became chairman
and CEO of MTV Networks in 2004.
T a s k 11. Read, translate and make up 15 questions disclosing the major issues of the text.
McGrath transforms television
(CNN) – If you want your MTV – or VHI, Comedy Central or Nickelodeon –
Judy McGrath is the person to call.
As chairman and CEO of MTV Networks, McGrath is in charge of multiple networks owned by Viacom, includ-
ing 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 department.
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 person for
the job when he announced the promotion.
"Ours is a business of creative vision, smart brand building, unrelenting consumer focus and good execution," he
said. "I feel very proud and fortunate to be able to turn this job over to Judy and very much look forward 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 Viacom's most prof-
Judy McGrath is chairman and
CEO of MTV Networks, which
is owned by Viacom.

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