Shell Hires Robina for JV

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Philadelphia —Comcast Corp. named MTV Networks veteran programmer Diane Robina as president of Comcast-Sony Networks, the joint venture that will create new cable channels using content from the Sony library.

Robina, a former general manager of TNN: The National Network who also helped launch TV Land, assumed her new post July 1 in Philadelphia. She reports to Jeff Shell, president of Comcast Programming, as well as the board of the Comcast-Sony joint venture.

She will work with the board to determine “the genres for the new networks, overseeing their startup and operations,” according to a press release.

Some of the networks Sony and Comcast are expected to explore are 24-hour movie services, a soap-opera channel and an action network.

The Comcast-Sony joint venture sprang out of the Sony-led $4.9 billion acquisition of Metro-Goldwyn-Mayer Inc. earlier this year in which Comcast participated.

Additional partners — including the private-equity investors who joined Sony and Comcast in the purchase of Metro-Goldwyn-Mayer Inc. — might be added to the new-networks venture as it moves forward, the release said.

Most recently, Robina was executive vice president of acquisitions strategies for MTVN. She also had a stint at MTVN, at TV Land and Nick at Nite as associate general manager. She oversaw the relaunch of TNN and was replaced there when MTVN decided to turn the network into Spike TV, aimed at men.