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Former CBS and Leo Burnett Worldwide exec Bob Mauro has been named president of the National Academy of Television Arts & Sciences, the New York-based org that administers Emmy awards that fall outside the primetime scope of the West Coast-based Television Academy.

Mauro will oversee day-to-day operations of NATAS. He fills a role that has been vacant since 2009, when Frank Radice left the post. Top of Mauro’s list is likely to be landing a new TV deal for the annual Daytime Emmy Awards ceremony, which wound up airing only as a webcast this past June.

“Bob’s breadth of experience in various industry positions of responsibility will be instrumental as our organization moves forward in our mission of recognizing excellence across the new landscape which is television,” said NATAS chairman Chuck Dages.

Mauro was previously VP of network operations for CBS and exec VP and chief operating officer for advertising giant Leo Burnett Worldwide. He also helped launch the low-power network Channel America in the 1980s, and he ran the Chicago-based non-profit Window to the World Communications, owner of pubcaster WTTW-TV and other media assets. He most recently worked for Empire State Realty Trust overseeing broadcast operations for the radio, TV and telecom services that broadcast from the Empire State Building.

NATAS and the West Coast Academy have long had a contentious relationship — a bicoastal rift that led NATAS to split off from the  Academy of Television Arts & Sciences in the 1970s. In an online posting of the job description for the NATAS presidency, the responsibilities include a directive to “continue talks with ATAS executives, both professional and elected, to improve our relationship.” Mauro is also tasked with having to “build and maintain a relationship with the president of ATAS.”