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Shira Lazar, host, exec producer of online program ‘What’s Trending’

Women's Impact Report 2012: Creatives

“What’s Trending” led the new wave of talkshow-formatted content online in the past year, with a lean startup team. The program has attracted celebrity guests and business leaders in its quest to create a media brand with original online content. ATAS voters noticed, nominating it in the first-ever original interactive category of the Primetime Emmy Awards this year.

What we should know: “There’s an entire generation of kids who only watch shows and movies online or on mobile, and there’s an entire community of people that are creating this content and making a real living at it, amassing bigger number than some cable networks.”

Words of wisdom: “You have the tools to connect and create now, so find something you love, work hard on your craft, and try to build your audience. Don’t wait for someone to hire you to create something you’re passionate about. The barriers simply don’t exist anymore.”

Smartphone habits: “I only have one phone, so it comes with me everywhere. I am always on it, only because I’m constantly watching videos or checking out my social networks for what’s cool and being shared.”

Work week: “If I’m not working, chances are I’m sleeping. That’s my schedule and I love it.”

Life-work balance: “Instead of fighting the madness, I embrace it. I surround myself with people that are positive and supportive. I do take advantage of weekends by going biking, hiking, eating good food with great people, and of course catching up on sleep.”

Charitable passion: The Trevor Project — because bullying and suicide are huge issues with today’s youth, particularly online. The Trevor Project creates an unparalleled impact, empowering youth and the LGBT community through innovative social media.”

Twitter: @whatstrending & @shiralazar

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