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Judy McGrath, Chairman and CEO, MTV Networks

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The Paley Center for Media

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Partner:: Paley Center for Media
Location:: The Paley Center for Media
New York, NY
Event Date:: 03.02.10
Speakers:: William J. Carter,; Judy McGrath,; Pat Mitchell
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Summary: Judy McGrath is the chairman and CEO of MTV Networks, a position she has held since July 2004. In this role, she oversees the management and operation of MTV Networks's more than 150 television channels and 400 digital media properties worldwide, which reach more than 595 million households worldwide in more than 160 countries and in thirty-three languages. The company's multiplatform portfolio includes MTV: Music Television, MTV2, mtvU, MTV Tr3s, VH1, VH1 Classic, VH1 Soul, CMT, Logo, Nickelodeon, Nick at Nite, TeenNick, Nick Jr., Nicktoons, COMEDY CENTRAL, TV Land, Spike TV, AddictingGames.com, Atom.com, Shockwave.com GameTrailers.com, Harmonix, Neopets, Quizilla, Xfire, the College Media Network, as well as MTVN International and all of the company's consumer products businesses. McGrath has held a succession of positions at MTV Networks since the launch of MTV in 1981. Prior to being named chairman and CEO, she was the MTV Networks group president responsible for MTV, MTV2, VH1, CMT: Country Music Television, and Comedy Central. In her time at the helm of MTVN, her teams have developed programs and events across the entire company’s portfolio of brands that have become cultural landmarks to people everywhere, including the MTV Video Music Awards, the MTV Movie Awards, Total Request Live, The Real World, Punk’d, Laguna Beach, Newlyweds, The Osbournes, VH1’s long-running, award winning Save the Music campaign, Flavor of Love, The Hogans, CMT’s CrossRoads, Nickelodeon’s Go, Diego, Go!, and Spike TV’s Ultimate Fighter, among countless others. McGrath is on the board of Rock and Roll Hall of Fame, the Ad Council, and serves on the advisory board of LIFEbeat. She has been honored by Women in Cable & Telecommunications, GLAAD, and the Harlem Children's Zone. In 2003, she was named Humanitarian of the Year by the T.J. Martell Foundation. She is in both the Cable Hall of Fame and the Broadcasting & Cable Hall of Fame

Bio

William J. Carter

William J. Carter joined The New York Times as a national media reporter in 1989. In addition to his work for the newspaper, he has written numerous articles for The New York Times Magazine, including four cover stories.

Mr. Carter has covered the television industry for more than 25 years. From 1975 until 1989, he was a television critic for The Baltimore Sun, writing four to six columns, reports and features per week, as well as a weekly television sports column. From 1973 to 1975, Mr. Carter was assistant foreign editor at The Sun, substituting at times as foreign editor, national editor and news editor.

Mr. Carter's articles have also appeared in TV Guide, The Los Angeles Times, The Chicago Sun-Times, The Cleveland Plain Dealer, Newsday, Advertising Age, The Washington Journalism Review and Electronic Media. He has been a guest on many television and radio programs including "Nightline," "Today," "Good Morning America," "The Larry King Show," ESPN Sports Century and The MSNBC News with Brian Williams.

Mr. Carter is the author of the 1994 best-selling book, The Late Shift: Letterman, Leno and the Network Battle for the Night. He is also the co-author of Monday Night Mayhem: The Inside Story of ABC's Monday Night Football.

Judy McGrath

Judy McGrath is the chairman and CEO of MTV Networks, a position she has held since July 2004. In this role, she oversees the management and operation of MTV Networks's more than 150 television channels and 400 digital media properties worldwide, which reach more than 595 million households worldwide in more than 160 countries and in thirty-three languages. The company's multiplatform portfolio includes MTV: Music Television, MTV2, mtvU, MTV Tr3s, VH1, VH1 Classic, VH1 Soul, CMT, Logo, Nickelodeon, Nick at Nite, TeenNick, Nick Jr., Nicktoons, COMEDY CENTRAL, TV Land, Spike TV, AddictingGames.com, Atom.com, Shockwave.com GameTrailers.com, Harmonix, Neopets, Quizilla, Xfire, the College Media Network, as well as MTVN International and all of the company's consumer products businesses.

Pat Mitchell

Pat Mitchell was appointed president and chief executive officer of The Paley Center for Media (formerly The Museum of Television & Radio) effective March 15, 2006. Mitchell came to the Paley Center from the Public Broadcasting Service (PBS), where she was named president and chief executive officer in March 2000, the first woman and first producer and journalist to hold the position.

She is credited with leading public broadcasting into the digital future with such initiatives as the conversion from analog to digital broadcasting, the launch of a high-definition PBS channel and an on-demand and cable preschool children's service, the growth of PBS's website into one of the three most visited sites on the Internet, and the establishment of the Digital Future Initiative to help define models for public service media using new digital technologies.

Chapters

: Watch Full Program

40 min 51 sec

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01.: Introduction

02 min 37 sec

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02.: The Success of 'Jersey Shore'

03 min 08 sec

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03.: Changing MTV's Logo

01 min 53 sec

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04.: Keeping MTV Relevant

02 min 03 sec

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05.: Stewart, Colbert, and the Future of Comedy Central

03 min 58 sec

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06.: The Popularity of Nickelodeon

02 min 01 sec

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07.: How the Recession is Affecting Advertising

02 min 14 sec

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08.: Developing Shows Among MTV's Networks

02 min 40 sec

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09.: The Relationship Among Networks

02 min 08 sec

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10.: Competition Between TV and Internet

02 min 12 sec

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11.: Q & A

00 min 08 sec

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12.: Q1: Tracking Viewers Among Networks

02 min 00 sec

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13.: Q2: Appealing to Advertisers in a Recession

03 min 05 sec

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14.: Q3: MTV's View of Gaming

01 min 35 sec

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15.: Q4: The Future of Cable TV

02 min 47 sec

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16.: Q5: The Importance of Scripted TV

02 min 02 sec

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17.: Q6: Changes in Consumer Behavior

02 min 48 sec

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18.: Q7: Comparing Time Warner and Comcast

01 min 20 sec

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: Watch Full Program

40 min 51 sec

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MTV's Jersey Shore: The Ultimate Feminist Statement?

03 min 01 sec

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Judy McGrath, CEO of MTV Networks, discusses the runaway success of the reality show Jersey Shore. "We thought there was something about that cast," she recalls, but explains she really knew they had a hit once a blog named it "the ultimate feminist statement in television."
Where's the Music? McGrath on Changing MTV's Iconic Logo

01 min 50 sec

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Judy McGrath, CEO of MTV Networks, explains the decision to remove "Music Television" from the network's iconic logo.

McGrath explains that while MTV does run less music-oriented content, bands still get exposure through original programming.
Watch Full Program

40 min 51 sec

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Encyclopædia Britannica Article

MTV: U.S. cable television network, established in 1980 to present videos of musicians and singers performing new rock music. MTV won a wide following among rock-music fans worldwide and greatly affected the popular-music business. Soon virtually every major pop or rock performer was making videos to be shown on MTV, and the reception of their videos directly affected future sales. The network later expanded to include original programming such as the animated Beavis and Butthead and the reality series Real World, separate international networks (e.g., MTV Europe, MTV Latin America, and MTV Russia), and the MTV Video Music Awards. MTV is controlled by the media conglomerate Viacom Inc.; MTV on britannica.com

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Christi Pemberton

Posted: 03.26.10, 08:35 PM

MTV needs to change its name. They have some music, but that is it...some music. Change it to something that communicates exactly what it is...an entertainment network combining "reality shows"..and I say that loosely, some decent documentaries, and some music.