Fox Sports Taps Greenberg To Lead Fuel

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Fox Sports Media Group reached for one of its own to help grow Fuel TV, naming George Greenberg to head the channel.
Greenberg is now serving as executive vice president and general manager of Fuel. The appointment of the 16-time Emmy Award-winning producer and director comes two days after CJ Olivares, who helped launch Fuel eight years ago, stepped down from those positions to pursue opportunities within the action sports genre.
In his new job, Greenberg has oversight for the day-to-day operations of Fuel TV, including research, programming, development, scheduling, production, on-air promotion, marketing and communications functions. He's also charged with developing strategies to accelerate the network's revenue growth in distribution and advertising sales, while also identifying new sources of income via video on demand, mobile initiatives and broadband services.

"In his 17 years at Fox, George has consistently demonstrated that he's among the most talented television executives I've ever worked with, no matter what the assignment," said Fox Sports Media Group chairman David Hill in a statement. "Having a keen eye for talent, set design, program content and promotion, he has the ability to create programs from scratch and take existing shows and make them better, and I'm confident he'll use all his skills to the long-term benefit of Fuel TV."

Greenberg had been serving as executive vice president, programming and production. In this role, which he assumed in 2007, Greenberg identified new talent, reviewed broadcasts, designed graphics, sets, music, control quality in post-production and generally maintained the high standards of the Fox Sports brand on-air. For much of the last year, he devoted his energies toward developing new programs for Speed, including Car Warriors, American Truckers and Car Science.

"I'm looking forward to injecting myself into all the various components of Fuel TV's operations as quickly as possible as we transition to a network with a broader male appeal," noted Greenberg. "My first priorities are to strengthen the quality of our action sports programming and then identify and/or develop attractive programs that help broaden our base while not straying too far from our core."

Greenberg previously was responsible for national programming, scheduling, event production and developing original programs for Fox Sports Net from 2001-2008. He was also executive producer of Best Damn Sports Show Period. His career has also included a stint as executive vice president of marketing of Fox Broadcasting Company from February 1997 to December 2000, and he helped launch Fox Sports in 1994 as senior vice president and creative director for the division.

He joined Fox Sports after serving as producer/director for ABC Sports for seven years. During his tenure there, Greenberg worked on the Summer and Winter Olympics in 1984 and the 1988 Winter Games, serving as segment producer for the network's late-night Olympic shows. He also served as the studio director for Wide World of Sports, as well as College Football Today.

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