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Lori McFarling

TITLE: Senior Vice President, Distribution and Marketing Strategy, Affiliate Sales and Marketing, Discovery Networks U.S.

WHY WE'RE WATCHING: McFarling has long worked with Discovery distribution head Bill Goodwyn. The affiliate team kicked it up a notch last year not only pushing linear carriage, but Discovery on Demand and HD, as well as T-commerce, broadband and interactive applications. Oh, and did we mention this year's march behind the conversion from Discovery Wings to Discovery Military Channel?

SCORE ON 2004: “Our team secured maximum distribution for 14 networks, with Discovery ranking as the most widely distributed service in cable. The home front was equally as frenetic and exciting — with the birth of my newest little man, Joe.”

WHAT'S NEXT: “We'll be working with our partners to find innovative and mutually beneficial ways to secure maximum distribution of our content across the sea of new and emerging alternate delivery platforms. We'll also continue the collaborative sales-building partnerships we enjoy with current distributors.”

DRIVE IN 2005: “Well on our way with current distribution of Military Channel in over 35 million homes nationwide, we will aggressively push forward with plans to top 60 million subscribers within the next three years.”

EXECUTIVE EVOLUTION: “At Discovery, it's not your gender that matters; it's not your family situation that matters; it's your contribution that matters — and that makes Discovery a company that will continue to be on the cutting-edge as we move into the next phase of our industry's evolution and growth.”

AT HOME, AT PLAY: “Who has time for a hobby? With only 24 hours in a day, I'm still trying to figure it all out. How to be a good mother to my three children, a halfway decent wife to my fabulously supportive husband Tim, and to squeeze in a quick read of People and a manicure every now and then.”