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"In the nearly five years Brian's been with MTV, he's cultivated a
truly collaborative and creative environment, resulting in a constant stream of breakthrough programming."
——Van Toffler, MTV/MTV2 President
GRADEN, BARON MAKE
THE GRADE AT MTV
Graden Named President Entertainment, Baron Tapped as VP Label Relations for MTV, MTV2
MTV finally has a President of Entertainment and a VP Label Relations. So that's who we can thank for the new season of Cribs.

Brian Graden has been named President of Entertainment for MTV, MTV2 and MTV.com by MTV/MTV2 President Van Toffler, who was wearing a stunning new Christine Dior off-the-shoulder number... Oops, thought you were E!'s Joan Rivers.  Graden's new responsibilities will address "MTV's continued commitment to providing creative, interactive programming for all platforms as part of the network's 360 initiative." Oh, goodie. More episodes of Jackass!

In an item we ran so long ago, we forgot it was still news, Peter "Snoopy & the Red" Baron was finally officially named Vice President Label Relations for MTV and MTV2 by Sr. VP Music & Talent Programming Tom Calderone.

Graden, who was previously President of Programming for MTV and MTV2, will continue to oversee the development of new music programming initiatives for MTV2, now in almost 40 million homes, as well as MTV programming including Music, News and Specials, Production, Talent and Artist Relations, Animation, Scheduling, Series Development and Sumner Redstone's birthday parties. He will now add the MTV.com website to his duties.

Baron will serve as the liaison between record labels and channels, focusing on expanding our relationships and presence with the record community on the West Coast. Which means plenty of expense-account dining at the Ivy.

Said Toffler of Graden's appointment: "In the nearly five years Brian's been with MTV, he's cultivated a truly collaborative and creative environment, resulting in a constant stream of breakthrough programming. The results are obvious, MTV is enjoying record ratings, and our biggest audience in 20 years. As we move into an increasingly fragmented world, now is the time to build on that incredible, collaborative strength to ensure the continued success of MTV360, and Brian's the visionary programmer to help make that happen. I hope we're not paying that copywriter by the word."

Added MTV Group President and Chairman Interactive Music Judy McGrath: "Our audience loves music more than ever and are indulging that passion for music any number of ways. So we want to be everywhere they are, whether they are watching music on television, accessing it on the internet, or both at the same time. This restructuring and Brian's experience ensures that our best creative content is being developed for the ultimate expression across all platforms. Now, please excuse me while I download the content off the 12,098,876 hidden webcabs we've installed in the bedroom of every 12-24-year-old in a U.S. cable household."  

Calderone praised Baron's "valuable background and success in the industry" as keys to "helping us continue to build a strong music presence on the West Coast. But what's this $2,987 AmEx bill from the Seventh Veil?"  Graden added: "His knowledge and passion for the artists further strengthens our position with the record industry, the MTV Music Department, our commitment to music and the company that manufactures Titleist golf balls."

Graden joined MTV in July '97 as Exec. VP Programming.  In January 2000, he was promoted to President, Programming MTV & MTV2. He was formerly Executive Producer of Comedy Central's hit animated series, South Park.  Prior to that, Graden ran Foxlab, Fox's home for new and experimental projects, where he oversaw an array of programming initiatives. He holds an MBA from Harvard Business School, where he is now the lowest-paid member of his graduating class.

Baron joins MTV/MTV2 after a career in video production and promotion. He most recently ran his own company, Music Video Central, commissioning videos for artists such as Blink-182, Alanis Morissette and Michelle Branch. He previously headed the video departments at Interscope Geffen A&M and, before that, Geffen and Arista Records, where he was Director of Video Production and Promotion.

A HOLLY, JOLLY
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