Twentieth Television will oversee ad sales for DirecTV Inc., the two companies announced Monday.
Twentieth is News Corp.'s syndication-distribution division.
"News Corp.'s acquisition of 34% of DirecTV parent company Hughes [Electronics Corp.] provided an opportunity to bring the ad sales in-house, and Twentieth Television has a proven track record in this important area," DirecTV CEO Mitchell Stern said in a prepared statement.
To prepare for the shift, Twentieth said, it has hired veteran media-sales executive Bob Riordon as senior vice president in charge of DirecTV.
Riordon had been executive VP and managing director at Media Planning Group.