The Dilemma Vexing Big Media

In an era when media companies are under the gun to distribute their movies, TV shows, and publications in new ways, MTV Networks (VIA ) saw itself making a bold statement last October when it appointed a 34-year-old executive to be its first-ever chief digital officer. The executive was to have a key role in helping brands such as Comedy Central, Nickelodeon, and VH1 tackle broadband and wireless efforts. The anointed one: Jason Hirschhorn, a smart, charismatic former entrepreneur who had been advising on online projects at the company for about five years.

Oops. Just seven months after Hirschhorn's promotion was hailed as groundbreaking by MTVN, his departure was quietly slipped into the trade press. In a prepared statement in late May, CEO Judy McGrath praised Hirschhorn for his work and called him a "visionary." MTVN officials declined to elaborate further.