Amy Friedman1/27/2006 7:00 PM Eastern
SVP of Development and Creative Director, Nickelodeon Digital Television
WHY WE’RE WATCHING: Friedman oversees creative for NickToons, Nick GAS and Noggin/The N. Competition for the attention of young children intensified greatly last year with the debut of Cartoon Network’s Tickle U block and PBS Kids Sprout joining progenitor Nick and Disney Channel, so the education-oriented Noggin needs to up its ante. To continue The N’s growth, Friedman and her team pushed the network’s fare beyond signature series DeGrassi: The Next Generation. New series on tap for 2006: Whistler, Beyond the Break, a look at competitive teen girl surfers, and Block.
HIGH ’05s: “Workwise, we launched two definitional shows this year: Jack’s Big Music Show on Noggin and South of Nowhere on The N. On the home front, my family and I faced our fear of the suburbs and bought our first home in Montclair, N.J. So far, so good!”
PICKS IN ’06: “Staying in touch with the madly brilliant teenage mind and translating our brands to the digital platforms where they live.”
EXECUTIVE INFLUENCES: “[Oxygen CEO] Gerry Laybourne modeled how to build a mission-based business. [Oxygen senior vice president/creative director] Scott Webb taught me how to build a brand with vision. [Nickelodeon Digital Television executive vice president and general manager] Tom Ascheim taught me how being creative, strategic and truly 'menschy’ works together.”
MY TIME: “My main hobby is my husband, David, and our two daughters, Emily  and Carly [18 months]. After that, it’s going to the movies, mountain biking and food. My secret obsession: Target.”