Ware tapped to run Asian TV net

Former UPN chief operating officer Adam Ware has been named president of IA Media, a newly formed arm of ImaginAsian Entertainment.

As head of IA Media, Ware will oversee ImaginAsian TV, the Asian pop culture-themed cabler, as well as the company’s digital properties.

ImaginAsian Entertainment chairman/CEO Augustine S.C. Hong announced the appointment on Monday.

“Adam joining the company represents a rare opportunity to add a television industry veteran with a long and successful track record of building new TV networks to our management team,” Hong said.

Ware will be charged with upping ImaginAsian’s original content, heading up programming, production, marketing, advertising sales and distribution.

Besides his four-year stint at UPN, Ware served as exec VP of USA Networks, overseeing the company’s 12 broadcast stations and helping develop the local-centric CityVision programming service. Ware joined USA from Fox, where he was senior VP of distribution, helping the network expand to several new primetime nights.

Ware said he believed Asian pop culture was “on the cutting edge of American youth culture and new media.”

Ware has most recently been serving as a consultant for companies including Liberty Media, AOL and Comcast. At Liberty, he helped relaunch the International Channel as the Asian-American-target AZN; that channel recently folded.

Exec also briefly spent time at UTA as head of business development.

ImaginAsian TV is available in more than 5 million homes in major markets including New York, L.A. and San Francisco. Company also owns theaters in New York and L.A., as well as film and DVD units.

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