MTV Promotes 2 Executives in Expected Reorganization

MTV, which is expanding its international reach and creating more original programming, has promoted two key executives to president.

Sara Levinson was named president of business operations and Judy McGrath was named entertainment president under the reorganization, which had been anticipated for weeks. Chairman Tom Freston said the two will manage MTV’s day-to-day operations as equals.

“They have developed into a very good team in running MTV . . . and deserve much of the credit for its success,” Freston said Tuesday. “They are jointly responsible for the overall strategic direction and for all revenue and spending.”

The promotion is largely ceremonial, since Levinson and McGrath will have much the same responsibilities they held as executive vice president and creative director of MTV, respectively. Freston said they were promoted to the president position, which has been vacant for more than two years, largely in recognition of the pioneering music video network’s recent strides.

Levinson, who joined MTV in 1986, has overseen its international expansion and business development.

The network is rapidly adding foreign countries. With separate 24-hour networks in Asia, Japan and Latin America, it now reaches 247 million homes in 88 countries. According to Freston, discussions are under way about launching MTV in Africa.

McGrath, who has risen through the ranks at MTV over 12 years, guided the network’s 1992 political coverage, including the “Choose or Lose” voter awareness campaign and the “Free Your Mind” specials. McGrath also supervises original programming such as “Beavis and Butt-head” and “The MTV Movie Awards.”