ABC Family has named Simran S. Sethi senior VP of original programming and development as the network looks to double its original programming slate. She will start Aug. 24.

Sethi joins ABC Family from NBC, where she was senior VP of comedy development for four years. She has also worked as VP of development at Adam Sandler’s Happy Madison Productions and at Sony Pictures Television, where she was director of development. In her new position, Sethi will head daily operations and manage the scripted series development team.

“I loved working with Simran when I was producing, and I’m thrilled to bring her energy, taste and passion to this network,” said Karey Burke, Exec VP of programming and development. “Her eye for bold, original content is perfect for our brand and will usher us into our next era of innovation programming.”

In addition to Sethi, the basic cabler promoted Jennifer Gerstenblatt to VP of current programming as well as adding George Chen as VP of strategy and business development and Karissa Zigarovich as director of consumer insights.

Gerstenblatt most recently served as executive director of programming at ABC Family, where she worked on shows including “Pretty Little Liars,” “Switched at Birth” and “Chasing Life.” Chen was previously director of business development at Disney-ABC Television Group. Zigarovich joins ABC Family from MTV, where she was director of marketing and programming insights.