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Lifetime devotion

Black promotes 3 network vets to exec VP

NEW YORK — Carol Black, who joined Lifetime as president and CEO six months ago, has singled out for executive VP stripes three of the network’s veteran senior VPs: Lynn Picard in sales, Dawn Tarnofsky-Orloff in programming/production and chief financial officer Jim Wesley.

“These executives have proven to be leaders whose counsel I greatly appreciate,” said Black.

New duties

Tarnofsky-Orloff, 43, adds three new areas to her portfolio: sports, programming for LMN (sister channel Lifetime Movie Network) and oversight of Lifetime’s new Los Angeles-based production unit. She joined Lifetime in October 1996 from 20th Century Fox TV, where she was senior VP of creative affairs.

Picard, 40, has helped to triple Lifetime’s advertising revenues since she signed on with the network in 1994. Black said Picard will spend more of her time with Lifetime’s Web site sales and e-commerce ventures.

Wesley, 43, an 11-year veteran of Lifetime, will evaluate more new business opportunities as the network continues to expand to meet the challenge of two women’s cable networks that will soon put out their shingles: Geraldine Laybourne’s Oxygen Media and Time Warner’s Women’s Network.

More production

Lifetime expects to ramp up its production of firstrun reality programming with the addition of the new L.A. production facility, which will join the 14-year-old soundstages in Astoria, Queens.

When Black took over at Lifetime in February after Doug McCormick resigned as president and CEO, the network employed only one executive VP, Jane Tollinger, whose focus was administration.

Last month, Tollinger resigned, along with three senior VPs: Barry Kresch in research, William Padalino in affiliation relations and Mary Pat Ryan in marketing.

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