With Daniels’ departure, Mina Lefevre has been promoted to exec VP and head of scripted development.
Daniels, who’s been with MTV for three years, held the post of president of programming at MTV. In an internal memo to the net’s staff, she is said to be leaving to pursue another opportunity. Her YouTube position was announced shortly after the MTV on Wednesday.
During her time at the cabler, Daniels and her team launched scripted series “Finding Carter,” “Faking It” and “Scream,” all currently on MTV’s slate, plus the short-lived Victoria Justice vehicle “Eye Candy.” On the unscripted side, she was instrumental in developing dating show “Are You The One?” and “Broke A$$ Game Show.” She also worked on “Real World,” “Challenges,” “Ridiculousness” and “Fantasy Factory.”
In the memo from MTV president Stephen K. Friedman, Daniels was noted as a “strong creative talent for the brand” and “thoughtful leader for the organization.”
Lefevre will step in to oversee all scripted development and programming for the network, in her new elevated role. Since joining the net in 2013 as senior VP of scripted programming, she worked on launching “Finding Carter” and “Faking It” and was critical to “Scream’s” launch. She is also developing the upcoming “Shannara Chronicles.”
“From ‘Shannara’ to ‘Finding Carter,’ Mina has an incredible talent for developing entirely new worlds, stories, and characters that always feel relatable and real to our fans,” Friedman said in a statement. “As MTV continues to pursue even more ambitious scripted projects, we’re thrilled to have the leadership of a creative, collaborative executive like Mina.”
Lefevre commented, “MTV is a great place to take risks and create smart, fun projects that tell unique, youthful stories, and I’m excited to take on a greater role as we bring more original series to our audience.”
Prior to MTV, Lefevre was VP of development and programming at ABC Family, where she helped launch “Pretty Little Liars” and “Melissa & Joey.” Before that, she was at Fox Family Network, Twentieth Century Fox Home Entertainment and Flicker Fusion Films, where she was a producer on independent features and shorts.
Lefevre will report to Friedman, alongside Lauren Dolgen, who will continue in her position as head of reality programming and exec VP of series development.
Like many other cable networks, MTV has seen viewership declines in recent years, and attempts to attract a wider audience, with scripted series like “Eye Candy” and “Finding Carter” yielding modest results. Still, MTV is coming off a second quarter that saw it rank No. 1 among cable networks in women 18-34, according to primetime Nielsen estimates. And with one of the lowest median ages on television — about 22 years old — it remains a popular stop for advertisers seeking to reach fickle younger viewers.
Rick Kissell contributed to this report.