Lifetime Tabs Alfano for Top Programming Post

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Lifetime Wednesday named former NBC executive JoAnn Alfano as its new executive vice president of entertainment where she’ll be responsible for the programming and scheduling of Lifetime and the Lifetime Movie Network.

Alfano, a 20-year industry veteran, most recently led the drama and comedy departments at NBC where she helped develop some of the broadcaster’s most popular shows including 30 Rock, Scrubs, Will & Grace, Ed, Fresh Prince of Bel Air and Homicide: Life on the Street.

In addition to serving as executive producer of 30 Rock, Alfano also was president of her production company, TV Tray Entertainment, which had a first-look deal at NBC Universal Media Studios.

“As an accomplished and seasoned executive, JoAnn understands television from both the network and production perspective,” Andrea Wong, president and CEO, Lifetime Networks, said in a statement. “Over her career, she has compiled an extensive record of success in comedies and dramas, and forged strong relationships with top-flight talent within the creative community. JoAnn has the ideal combination of creative instincts and leadership skills to develop our next generation of series and movies.”

Prior to starting TV Tray Entertainment in June 2007, Alfano was President of Broadway Video Television, where she developed and executive produced 30 Rock and the short-lived, but critically acclaimed ABC series Sons and Daughters.

“Everything I’ve done in my career has led me to this point,” Alfano said in a statement. “I hear about programming jobs all the time and not many turn my head, but this was different. Lifetime is an amazing brand, loved by women and respected in the industry, and to be able to speak to an audience I’m deeply invested in, well, it may sound corny, but it really is the opportunity of a lifetime.”

Susanne Daniels, who resigned as president of Lifetime Entertainment in June after launching the network’s extremely popular Army Wives series, will remain as a consultant to the network.

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