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Endemol Beyond USA, the digital division of Endemol Shine North America, has hired Adrian Sexton — formerly with Participant Media and Lionsgate — as chief operating officer.

Sexton was most recently head of digital at Participant Media. At Endemol Beyond USA, he will oversee strategic partnerships and investments, business development, strategy, sales and distribution opportunities for the premium channel network. Sexton is based in the company’s L.A. office, reporting to Will Keenan, president of Endemol Beyond USA.

Keenan reports to Vivi Zigler, newly named as president of digital, brand and audience development, Endemol Shine North America, under a company reorganization.

“Adrian’s wealth of experience in both digital and traditional media is the right fit for Endemol Beyond USA as we continue to pioneer the world’s first premium channel network that’s now home to some of the most influential talent and hottest content in the digital space,” said Keenan.

Endemol Beyond USA produces and distributes content from talent such as Pitbull, Michelle Phan, Brittany Furlan, Drea De Matteo and Andy Milonakis across multiple distribution outlets, including YouTube, Yahoo, AOL, Roku, TiVo, DailyMotion and Amazon Fire TV.

Sexton was previously exec VP of digital at Participant Media, where he was the architect behind the next-generation social-action network TakePart.com. Before that, he was head of digital and business development at Lionsgate. Sexton also co-founded the TAG Strategic and New Medici agencies, which worked with Ogilvy, Qualcomm, Universal, Fox and Sony, among others. He started his media career at Sony Pictures Television.