Layer3 TV, a stealth “next-generation cable provider” startup, has tapped Lindsay Gardner, who formerly headed Fox Networks’ affiliate sales and marketing, to head its content strategy and acquisitions.

Gardner will report to Layer3 TV CEO Jeff Binder as the company’s content advisory board chair. Denver-based Layer3, founded in 2013, has said very little about what it’s up to, but execs say it’s aiming to provide a new form of TV service. The company has about 50 employees.

The startup has raised $21 million in funding led by North Bridge Venture Partners and Evolution Media Growth Partners, a joint venture between private-equity firm TPG Growth and Evolution Media Capital (an investment-banking firm affiliated with CAA).

“Lindsay’s 25 years of leadership in the industry provides Layer3 TV with knowledge and experience from a Hollywood veteran who also understands how to innovate without having to disrupt the existing distribution paradigm,” Binder said. “He has a fantastic entrepreneurial spirit, which will help to power the next-generation cable ecosystem we are bringing to market.”

Among other recruits, Layer3 has hired Bob Scheffler, co-founder of Broadbus Technologies — the VOD systems vendor where Binder was CEO prior to its acquisition by Motorola — as head of architecture; and John Roy, former VP of national operations at Comcast Cable, as SVP of operations.

At Fox Networks, Gardner led distribution from 1999 to 2007, before joining MediaTech Capital Partners and serving as an adviser at Miramax. He is currently a senior adviser to Oaktree Capital Management, a global asset management firm with investments in a range of media companies. Prior to joining Fox Networks, he was executive director of programming at Cox Communications.

“Layer3 TV has assembled an extraordinary team and is poised to execute an innovative vision collaborative with the content community,” Gardner said in a statement.