Fleeting fame -- British media top 100 has 51 new names

If there is a better indicator of churn and turmoil in the media business, it might be found in a comparison between the Media 100 list of The Guardian in Britain from one year to the next. A panel of industry heavyweights sits down and compiles the list and this year's has 51 new faces out of the 100 on the list.

Sometimes its simply generational change -- James Murdoch supplanting his father Rupert. The co-founders of Google and two of the web giant's three key executives, Larry Page and Sergey Brin, take this year's No 1 spot.

"Everyone's dead except Google," said one of the panellists who drew up this year's list. Not everyone was so pessimistic, but who among this year's elite will live to fight another year in 2009's MediaGuardian 100?