Apple CEO Steve Jobs has topped the Guardian's annual guide to the most powerful people in television, radio, newspapers, magazines, digital media, media business, advertising, marketing and PR.

Jobs leads the MediaGuardian 100 2010 poll for the first time. In 2009 Jobs ranked number four.

Last year's poll leaders were Sergey Brin and Larry Page of Google, Jobs knocked them back to second place.

Also in the top ten are: director general of the BBC, Mark Thompson (3rd); Rupert Murdoch (4th); Twitter's Evan Williams (5th); Simon Cowell (6th); Facebook's Mark Zuckerberg (7th); James Murdoch, News Corp (8th); Jeremy Hunt, culture secretary (9th); and Archie Norman, chairman ITV (10th).

Jobs gets first place because Apple has: "Once again revolutionised how we consume media".

"Steve Jobs changed the way we consume music; now he has set out to change the way we consume everything else," notes the piece. It goes on to credit the iPad for making publishers recognised its potential as the "saviour of the newspaper industry, a revolution in the way we will consume the printed word that could also do good business for books and magazines, as well as further transforming the way we watch TV and films."

"It might look like just a giant iPhone, but the iPad turned our conception of a "computer" on its head, and possibly with it the media industry as well."

"Publishers are changing their whole business model because of the iPad" said one of the panelists.