Publicity vet Zach Rosenfield has joined entertainment PR and marketing firm Prodigy Public Relations as exec VP of television and sports entertainment.

Rosenfield’s focus will be on the company’s TV side via representation of scripted and nonscripted material, writer-exec producers, series showrunners and physical production. He’s represented Josh Schwartz and Shonda Rhymes, Endemol Entertainment, “Big Brother,” “Fear Factor,” Paula Abdul, Tom Green and television host Kennedy.

He’ll work closely with prexy-CEO Erik Bright, who co-founded Prodigy PR in 2009 with former distribution/publicity executive Alex Klenert, Prodigy’s chief operating officer.

Rosenfield’s efforts in sports entertainment will leverage his work with AccuScore to establish media strategies and representation for athletes, companies, organizations, brands and events.

Over the last four years, Rosenfield oversaw AccuScore’s day-to-day website biz while also serving as company spokesman with sports information reports for interviews on ESPN Radio. While at AccuScore, Rosenfield brokered editorial partnerships with Yahoo, ESPN, the Wall Street Journal and Sporting News and created numerous local market content integrations for AccuScore on television, radio, print and new-media platforms.

Rosenfield previously served as head of entertainment at Fifteen Minutes Public Relations and was a principal at Insignia Public Relations and Media Strategies, where he worked with Bright from 2001-06.