• The Economist, Friday, November 21, 2008 9:45 AM

Since becoming MTV chief executive in 2004, Judy McGrath has pushed her company to grow in new ways, raising the number of countries that receive MTV's television programming to 162. To diversify revenue sources, she has pushed for designing and selling toys and clothing that tie into its shows. Plus, she embraced the potential of video games.

But in the contest for the attention of her young audience, the Internet is a stubborn rival. MYV has expanded its digital offerings, but it is not yet clear if it will be able to change fast enough to fit its customers' habits.

McGrath intends to expand more into digital content, seek further international growth and develop new products. Next year, MTV Networks will release a "Rock Band"-style game, featuring music by the Beatles. "The major strategy is that you have to be open and flexible, and probably change it every day," she says.

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