MTV’S GRADEN ADDS VH1 STRIPES

MTV programming guru Brian Graden, who’s given much of the credit for masterminding the channel’s runaway success, The Osbournes, has added additional programming, production and development responsibilities for VH1, becoming President of Entertainment for both channels.

Graden reports to MTV Networks Music Group President Judy McGrath in this expanded role at VH1, where he will partner with newly named channel GM Christina Norman and will continue to report to MTV/MTV2 President Van Toffler while based in both L.A. and New York.

Graden will now oversee VH1's programming strategy and development slate, with programming, music, news and production reporting to him. VH1 Executive VP Programming & Production Fred Graver will become an independent Executive Producer for some of the channel’s high-profile projects.

Said McGrath: "Brian is uniquely suited for this role in taking VH1 to the next level, given his extraordinary track record at MTV. He has proven that he knows how to discover new creators, seek out those culturally relevant hits and connect with a specific audience in a most creative and original way. I can’t wait to see his new reality series featuring Ronnie James Dio’s family."

Said Norman: "I am looking forward to working closely with Brian to make VH1 an even stronger brand, with vibrant and innovative programming that will really set it apart. Personally, I prefer PBS."

Added Toffler: "Brian’s creative talents and programming instincts have helped MTV achieve its highest ratings and cultural relevance in years. I mean, you’ve seen Jackass, right?"

Graden joined MTV in July ’97 as Exec. VP Programming and was upped to President Programming for MTV and MTV2 in January 2000. He was formerly Executive Producer of Comedy Central’s hit animated series, South Park.

"Research tells us affinity for VH1 among viewers is immense, with great depth," said Graden about revitalizing the channel. "We just need to get busy creating content worthy of the brand. I’ve learned you have to be very open, aggressive and never think you know too much."