MacDonald moves to MTV’s grooves

Exec hired as senior VP of content programming

New MTV programming topper Tony DiSanto has filled out the trio of execs who will run the net’s three key divisions.

Exec has hired new-media vet John MacDonald as a senior veep of content programming and strategy for MTV. MacDonald will essentially be in charge of the business of programming, overseeing scheduling, interacting with marketing departments and coordinating all of net’s content across platforms.

Net said that MacDonald will “serve as the conduit between programming and the sales, marketing, promos and multiplatform teams.”

MacDonald will also have as his priority that net’s series and specials are well-represented on new-media platforms.

Net has a number of digital initiatives in place, including dedicated sites for shows, broadband efforts on MTV.com and mobile distribution via companies like Cingular. But MTV needs programming to reach beyond current venues as it hopes to compete with new media for its demo’s attention.

MacDonald was most recently a content and programming prexy at video site Veoh.

DiSanto had earlier created the series development and series production units, which Liz Gately and Chris Linn will run, respectively.

In other exec news at Viacom nets Tuesday, MTVN’s kids and family group upped Pam Kaufman to chief marketing officer, responsible for marketing at all of Nickelodeon, including digital and Nick Movies. Kaufman had previously been executive veep, marketing and worldwide promotions.

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