Sony Pictures TV has raised James Canniffe to senior VP of U.S. development in its alternative programming department.

Promotion was announced by Holly Jacobs, Sony’s exec VP of U.S. reality and syndication programming, to whom he reports.

At Sony, Canniffe develops network and cable reality series, as well as syndie fare. He also works closely with the company’s international production units.

“Jamie has been instrumental in spearheading our network and cable reality development,” Jacobs said. “His creativity, leadership and vast production experience are invaluable to our team as we continue to make strides in the alternative programming business.”

Canniffe’s recent credits include developing the CW’s “Plain Jane,” as well as ABC’s “Shark Tank,” NBC’s “The Sing-Off” and the syndicated strips “The Nate Berkus Show” and “Dr. Oz.”

Exec’s past credits include serving as co-exec producer of NBC’s “The Apprentice.” He was also a producer on VH1’s “Behind the Music.”