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IN THE SPOTLIGHT

SOCIETY
SARAH BROWN, 45
PRIME MINISTER'S WIFE
She has been raising her profile - from an unexpected and well received speech to Labour conference before her husband spoke, to a high-powered women-only dinner in New York with US vice-presidential candidate Sarah Palin. Mrs Brown may just be the ailing PM's best asset right now. She quietly does much charity work, including for PiggyBankKids, which she founded.

TV & RADIO
SIMON COWELL, 49
POP MUSIC IMPRESARIO
Cowell is one of the most powerful talents in TV, operating in front of and behind the camera on both sides of the pond. His latest series of The X Factor has been topping the ITV ratings and he has a canny ability to keep generating tabloid publicity. His latest stunt is to persuade Britney Spears to perform on his programme. A great showman who can name his price.

ONE TO WATCH

TV & RADIO
ANDY BURNHAM, 38
CULTURE SECRETARY
Growing in stature in his role covering sport and media - he is talking about making more sporting events free-to-air on TV and increasing regulation of the internet. Broadcasters are anxious for Mr Burnham to make a decision about whether the Government will help to make up an expected shortfall in Channel 4 revenue.

PURPLE PATCH

ART & DESIGN
SIR NICHOLAS SEROTA, 62
TATE DIRECTOR
Currently enjoying a purple patch with two hit exhibitions, Rothko and Francis Bacon. His revised plans for the new Tate Modern extension have assuaged critics - though he still faces a tough time fundraising - and he pulled a diplomatic masterstroke in lending the Turner Prize to Liverpool to kickstart its European Capital of Culture year.

UP AND COMING

FILM
SIMON PEGG, 38
ACTOR
Britain's answer to Hollywood's all-powerful geek squad, Pegg has starred in two of the funniest British comedies of recent times, Shaun Of The Dead and Hot Fuzz. Now he has his sights set on LA as he plays Scotty in the relaunch of the Star Trek franchise. But first up is the adaptation of Toby Young's How To Lose Friends And Alienate People. New entry.