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Fullscreen Media has hired Scott Reich, previously head of programming and original content at Vevo, as senior VP of programming with the digital-media company looking to ramp up content for its recently launched subscription VOD service and other platforms.

In the newly created position, Reich will oversee development of scripted and unscripted projects, along with content acquisitions for Fullscreen’s $5-per-month subscription platform, which officially went live this spring. He will report to Fullscreen GM Martin Keely, who joined the company last summer from Major League Baseball Advanced Media.

“Scott is an expert at programming fresh and exciting content lineups that engage passionate audiences,” Keely said in a statement. “With his leadership, our top-notch development and acquisition teams will continue delivering great storytelling and collaborating with creators to build upon the foundation in place for the service.”

Reich joins Fullscreen’s programming team, which includes VP of scripted Polly Auritt, formerly head of scripted series development at MTV Networks, and Jason Kwong, head of content licensing and acquisition. Both report to Reich. (Katy Chen, who had joined Fullscreen as VP of unscripted development last year from AwesomenessTV, is no longer with the company.) Reich comes aboard after Michael Goldfine, who joined Fullscreen as chief content officer in October 2014, exited the role last fall after less than a year.

Prior to Fullscreen, Reich was VP of programming and original content at Vevo, where he also oversaw all live performances and tentpole events. Before he joined Vevo in 2011, he was a programming consultant at Fuse as the lead talent executive for special events featuring such artists as Jay-Z, John Mayer and Maroon 5. From 2007-09, he was VP of programming for VOD cable network Concert.TV, and before that spent eight years at VH1, most recently as VP of multiplatform music programming.

Fullscreen Media, founded in 2011 by CEO George Strompolos, is majority owned by Otter Media, a joint venture between AT&T and the Chernin Group. The company in May reorganized into three business units focused on creators; premium entertainment for consumers; and branded content for advertisers.