Microsoft has officially hired Jordan Levin to join its Xbox Entertainment Studios as executive VP.

It was first revealed last week that the former CEO of The WB network and Generate, a production studio and talent management company, was in final talks to join the Santa Monica, Calif.-based Xbox division to produce original programming.

Working closely with Xbox Entertainment Studios president Nancy Tellem, Levin will lead the creative team responsible for development and production of scripted and unscripted content for the Xbox 360 and Xbox One consoles and other Microsoft devices.

“After envisioning Generate nearly 10 years ago with the goal of creating content and developing talent across converging screens and platforms, then selling our company to Alloy Digital two years ago and helping to grow it into Defy Media today, I am energized by the potential of this new position,” Levin said. “It affords me the opportunity to continue exploring the intersection of content and technology within a world-class organization like Microsoft and alongside a proven, innovative leader like Nancy and the talented, enthusiastic team she has assembled.”

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Levin most recently was president of Alloy Digital and chairman of NATPE. Alloy, which acquired Generate in 2012, merged with Break Media to form Defy Media.

“Jordan Levin offers a unique blend of traditional media experience, technical knowledge and entrepreneurial spirit that sets him apart from others in the industry,” Tellem said. “I am thrilled to welcome him to the Xbox Entertainment Studios team as we continue to build our portfolio of premium TV experiences.”

Levin first met with Tellem in 1994 when both were at Warner Bros. and established a long and lasting friendship working together on the launch of The WB, Microsoft said.