Richard Licata, the executive behind HBO’s publicity campaigns for such Emmy-winning vidpix as “Barbarians at the Gate” and “Stalin,” and high-profile projects like “And the Band Played On,” has been named senior VP of publicity and public relations for Fox Broadcasting Co.

Licata will develop and direct all promotion for Fox Broadcasting.

He succeeds Betsy Hoffman, VP of publicity at Fox since 1991, who has been on a family-relatedleave of absence.

While Hoffman oversaw all publicity for network series, Licata will have more wide-reaching responsibilities. He will supervise PR for all Fox programming divisions — including entertainment, sports, news and children’s shows — as well as act as the primary liaison between its executives and the press, reporting to Fox Entertainment Group prexy Sandy Grushow and Fox chairman Lucie Salhany.

Licata left HBO last month after serving as VP of media relations, West Coast , since 1986.

Salhany said in a statement, “He is a worthy successor to Betsy Hoffman, who spearheaded a creative energetic publicity operation that went a long way toward securing Fox’s position as a seven-nights-per-week broadcaster. I am sorry to see Betsy leave Fox, but I wish her much success.”

Hoffman had no comment, but widespread speculation about the change has made it the worst-kept secret in town.

Follow @Variety on Twitter for breaking news, reviews and more