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20th TV splits marketing, PR

Sr. VPs Alexander, Pearson head up divisions

Twentieth Century Fox TV has restructured its marketing and communications operations, splitting them into two teams.

Under the new setup, corporate communications senior VP Chris Alexander will head up publicity and talent relations, while brand management and strategy senior VP Mark Pearson has been tapped to oversee marketing and research.

Both execs report to 20th Century Fox TV chairs Gary Newman and Dana Walden, who announced the changes on Monday.

“As we continue to evolve this studio… we wanted to create two separate and parallel teams that are charged with building our brands and communicating with our audience,” Walden said.

As part of the change, marketing senior VP Steven Melnick will oversee 20th’s new-media initiatives, working with Pearson to also find new ways to create content, market existing series and grow ancillary businesses on the Internet.

Besides marketing and research, Pearson will be in charge of 20th’s brand management team.

In his expanded gig, Alexander will continue to handle 20th’s consumer and trade publicity campaigns — including for the Emmys. Alexander has also been working with talent and handling events such as 20th’s presence at Comic-Con.

Pearson has been with 20th since 2005; before that, he was VP of franchise strategy at Universal Pictures. He began his career as a music industry exec.

Alexander first joined the studio in 2000, heading up campaigns for shows such as “24” and “Ally McBeal.” He also spent time at MTV Networks and ABC.

A 13-year vet at 20th, Melnick has been senior VP of marketing at the studio since 2002, working with producers, execs and divisions such as licensing and merchandising, syndication and home entertainment.

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