• BusinessWeek, Friday, February 10, 2006 10:47 AM

In a world of iPods and PSPs and MySpace.coms, how does MTV Networks stay not only in the game but, for the sake of its storied franchises, on top of its game? Business Week takes on this subject in a cover story that hits newsstands next week. Concentrating on the personal skills and corporate strategy of MTV Networks' CEO, Judy McGrath, BWsets out the manifold challenges facing the company, which is no longer the "bold experiment" it was when it launched with a single channel back in 1981. It's now the home of a collection of prized brands, not to mention comic Jon Stewart.  BW explains how McGrath and MTV's new president, Michael Wolf, have developed a sort of Marshall Plan for the companies' various operating units.  Mission One:  Stay cool, stay with youthful trends, and the revenues will continue to flow.  But how to remain constantly cool?  Much of the answer resides with McGrath herself, whom BW credits with having great instincts for talent and trends.  In the end, says the magazine, "McGrath knows that great, envelope-pushing programming is still the answer." 

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