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William Fineshriber, president of the Motion Picture Assn. of America from 1960 to 1984 and a longtime broadcasting exec, died Nov. 6 of natural causes at his home in Century City. He was 90.

Fineshriber worked to create foreign markets for American films and TV programs as president of the MPAA.

Prior to this position, he directed international operations for Screen Gems and focused on expanding foreign distribution.

Fineshriber started out in the CBS publicity department in 1931. He switched gears in 1934 and became manager of Carnegie Hall. He returned to CBS in 1937, directing and writing scripts for radio programs. He eventually headed the music department, and then became director of short-wave programming. From 1943 to 1949, he was general manager of the CBS programming department.

Fineshriber served as programming executive at the Mutual Broadcasting System before joining NBC as vice president and general manager of networks in 1953.

He sat on the board of the National Assn. of Radio and Television Broadcasters and the Radio Assn. of Broadcasters, and served as vice president of the Radio Pioneers.

He is survived by his wife, a son and two grandchildren.