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Sheinberg inks with Spelling

Bill Sheinberg has joined Spelling TV as senior VP/development, the company confirmed.

Sheinberg, who had spent the previous seven years at MTM TV, has assumed a new post responsible for developing comedy and drama series, reporting to Spelling TV prez Lawrence Lyttle.

Part of Sheinberg’s mandate will be to expand Spelling’s involvement in half-hour comedies, since the company principally has been associated with primetime soaps and other hour dramas. Spelling produces the Fox Broadcasting hours “Beverly Hills, 90210” and “Melrose Place,” with a spinoff of the latter, “Models Inc.,” to premiere in June.

Sheinberg started at MTM in 1986, becoming VP/creative affairs and eventually senior VP of programming in August 1992. He is the son of MCA president Sid Sheinberg.

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