• by David Goetzl  @dgoetzl, January 24, 2007

BET Networks has formed a digital media group to ramp up its off-network initiatives. The executive appointed to head the project speaks volumes about its importance: its CFO.

Scott Mills, CFO since 2003, will become president of the unit that oversees BET.com--the site that BET, part of Viacom, took full control of just last year. He will remain CFO of BET Networks.

The new unit will also incorporate broadband channel BET on Blast, VOD offering BET on Demand, BET Mobile and an online video download service in iTunes. Mills will also oversee development of digital brand extensions.

Mills has experience in the digital realm, leading the launch of BET Mobile, the iTunes initiative and the expansion of the VOD offering. In his previous role as executive vice president/COO of BET Interactive, he supervised the launch of BET.com.

Much of the focus at BET corporate sibling MTV Networks has been in building its digital initiatives. BET looks to be moving in the same direction.

BET's new digital group is expected to offer advertisers the opportunity to run campaigns across its whole portfolio. MTV Networks recently launched a unit devoted to selling positions across its digital properties, allowing marketers to target by demo.

Mills will also oversee distribution efforts.

Before joining BET a decade ago, Mills was a vice president at Lehman Brothers.