7. Judy McGrath

In an industry where few seem to stay in place long enough to see their first set of business cards run out, McGrath is an MTV lifer. She joined in 1981 as a promo writer, and today her empire includes such networks as Nickelodeon, VH1 and Comedy Central, reaching more than 160 countries in 32 languages. "The online generation is defining for itself what is edgy and new," says McGrath, who keeps ahead of that curve by focusing on building the network's gaming and digital categories.

Her proudest achievements are projects such as an online game confronting the stigma of HIV/AIDS and a campaign to shed light on depression in young adults. Meanwhile, she's still pushing the envelope with programming that includes an original scripted project produced by Justin Timberlake and a New York spinoff of "The Hills." With her teen daughter Anna now squarely in the MTV demo, McGrath has a small focus group at home. "Like all 14-year-olds, she is focused on her friends, video chatting and the cast of (the CW's) 'Gossip Girl,'" McGrath sighs, "although she does love Nickelodeon with a deep and abiding passion."