Sam Register is on the move at Warner Bros. TV. He’s been tapped to run a new digital content production unit tasked with developing live-action programming, and he’s been upped to prexy of Warner Bros. Animation.

The digital production initiative aims to work with existing WBTV talent as well as developing projects with outside creatives. In his new role as president of Warner Bros. Animation and Digital Series, Register reports to Peter Roth, WBTV Group prexy and chief content officer.

“Sam has done an outstanding job shepherding Warner Bros. Animation over the past six years, reinvigorating one of the most storied and accomplished animation production companies in this industry,” Roth said. “His creative instincts coupled with boundless enthusiasm, passion and energy were all key drivers in WBA’s recent successes, and I know that he will bring the same level of leadership and commitment to his new mission of building and expanding our digital series business. The possibilities under his guidance are limitless.”

Register has served as exec VP of creative affairs for Warner Bros. since 2008. He signed on with the studio in 2007 as a producer, following a 10-year stint at Cartoon Network.

Among the active series on Warner Bros. Animation’s roster are Cartoon Network’s “Teen Titans Go” and Cartoon’s revival of “The Tom and Jerry Show.”