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MTV exec finds new reality at RDF

Greenwald will report to Goldman

MTV veep of series entertainment Beth Greenwald is joining RDF USA as senior VP of development and current.

Greenwald, who helped develop MTV staples “Pimp My Ride” and “Next,” will be charged with overseeing development and RDF’s current production roster, including ABC’s “Wife Swap,” VH1’s upcoming “Ice T’s Rap School” and “The Coreys: Return of the Lost Boys,” for which A&E recently closed a deal (Daily Variety, Sept. 26).

She also will work with Foundation, the recently acquired U.K.-based producer of kids and family entertainment, to develop and adapt formats for U.S. audiences.

Greenwald will report to exec VP of development and current Greg Goldman.

“Beth has incredible programming instincts, really smart pop-culture sensibilities, and she’s proven her skills on a number of hit shows,” said RDF USA chief exec Chris Coelen.

Greenwald’s credits include the upcoming MTV series starring Three 6 Mafia, “Adventures in Hollyhood,” “My Own” and “Why Can’t I Be You?”; before MTV, she spent three years at Showtime.

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