Showbiz veteran Merv Adelson has been retained to serve as an executive adviser and consultant to Warner Bros. Entertainment and its businesses in new media startups and other early-development companies.

Barry Meyer, chairman and CEO of the studio, made the announcement Thursday.

“Throughout his career, Merv has been defined by his innovative forward thinking, which has yielded numerous initiatives and ventures that have defined their business sectors,” Meyer said in a statement.

Adelson said he was looking forward to exploring “how we can fully realize and maximize the company’s entrepreneurial potential across all facets of the entertainment industry.”

Adelson’s career dates back to the 1950s, when he and business partner Irwin Molasky began working on real estate development in Las Vegas, including the city’s first major shopping mall, high-rise office building, major hospital and ABC television affiliate.

Adelson was one of the founders and later chairman and CEO of Lorimar Television. It produced “The Waltons,” “The Blue Knight,” “Dallas,” “Knots Landing,” “Falcon Crest,” “Eight Is Enough,” “Full House,” “Perfect Strangers,” “Step by Step” and “Family Matters.”

Lorimar was acquired by Warner Communications in 1989. Adelson subsequently served on the board of Time Warner and was also vice chairman.