Viewer's Choice last week named former FX executive
Gavin Harvey as senior vice president of marketing/brand director -- the pay-per-view
network's second major executive appointment this month.
Harvey, who comes aboard June 12, will be charged with
developing the network's overall brand identity, in addition to overseeing marketing
and corporate-communications efforts.
PPV executives have identified the industry's branding
efforts as one of the more important challenges facing leading PPV network Viewer's
Choice and the PPV category overall.
"I'm very excited about the influence that Gavin
will have on the growth and success of this company as we move forward,"
Viewer's Choice president Mindy Herman said in a prepared statement.
"He knows what it takes to develop a brand and to
create an identity because he's done it before. We want to be a branded-content
company, and Gavin's the key creative executive who's going to make it all
happen for us," Herman added.
Harvey served as senior vice president of marketing and
promotion for FX, where he was responsible for network branding, on-air promotion and all
marketing-related activities for both FX and FXM: Movies from Fox.
Under his leadership, FX enjoyed record ratings and
viewership gains due to the highly successful campaigns promoting the launch of The
X-Files and NYPD Blue.
"I'm very excited about the prospects of joining
the company at this momentous time in the history of the cable business," Harvey said
in a prepared statement.
"We still believe pay-per-view is one of the greatest
untold stories and, through the effective use of co-branding and promotional strategies,
we're going to do things that have not been done before in this category that tie us
more closely to our affiliates and to their subscribers," he added.
Prior to FX, Harvey was at E! Entertainment Television,
joining the company in 1988 as a member of the original launch team of Movietime and
playing a key role in the eventual repositioning of the network to E!.
Harvey is Herman's second major hire. Earlier this
month, she hired former DirecTV Inc. executive Rob Jacobson as senior vice president for
distribution and product development.
Jacobson is expected to help the network secure new
programming deals for the industry, including the major professional-sports out-of-market