One day after claiming victory in the end-of-season ratings race, NBC on Wednesday reshuffled its executive ranks, expanding the role of its programming chief, JEFF ZUCKER
, and reassigning West Coast President SCOTT SASSA
. Zucker, who was executive producer of NBC's "Today" show before being named NBC entertainment president 18 months ago, will assume the responsibilities previously handled by Sassa, including the company's production house, NBC Studios, and its licensing and syndication arm, NBC Enterprises. Sassa will remain with NBC, a unit of General Electric Co., "working on strategic projects" and exploring "ways to extend the corporate brand." He will report to NBC Chairman and CEO Bob Wright and Andrew Lack, the network's president and chief operating officer.