Cathy Weeden


TITLE: Vice President, General Manager, Sun Sports

WHY WE'RE WATCHING: Weeden heads one of the five largest regional sports networks, one that doesn't use much backbone FSN programming. Hence, Sun, which also tied up Shaq's Miami Heat long-term, and just extended the Orlando Magic, has developed an abundance of Florida-centric fare. Now, she's focusing on the network's rebranding to Sun Sports from Sunshine Network.

SCORE ON 2004: “We secured a multi-year agreement with the Miami Heat and became the team's exclusive regional TV partner. We continued to expand our original Florida programming by introducing the Chevy Florida Fishing Report, which won a regional Emmy Award. Our Under the Lights all-access series, and Inside the Heat, and Inside the Lightning player profile series, have been well received. Our second season of Chevy Tailgate Saturday was tremendously successful.”

WHAT'S NEXT: “Our team is introducing a comprehensive, new on-air presentation for first time in our history. The change includes the Sun Sports logo, new graphics and music.”

DRIVE IN 2005: “The Sun Sports brand must become synonymous with high-quality programming that delivers Florida-based content that can be seen nowhere else.”

EXECUTIVE EVOLUTION: “While sports is traditionally viewed as a male-dominated industry, I've always been encouraged and supported to follow my instincts and take risks both in the Fox infrastructure and with the teams and external audiences with whom I interact. We have many talented women in our company and in this industry. What makes us successful is the same for everyone: hard work, preparedness and flexibility and resourcefulness in the face of change.”

AT HOME, AT PLAY: “I love to run and have completed six marathons, most recently France's Medoc Marathon. Up next is the Big Sur Marathon in April.”