• by David Goetzl  @dgoetzl, May 1, 2012

Looking to diversify beyond the traditional screen, DirecTV has launched a unit devoted to digital initiatives. A digital entertainment products group, focusing on distribution across multiple platforms, will be headed by Tony Goncalves, a company veteran.

He will report to CEO Mike White as the group looks for expansion opportunities across mobile, tablet, Web, apps and other access points.

DirecTV has about 20 million customers in the U.S. and recently launched DirecTV Everywhere, which allows subscribers to access various content from the likes of HBO, Starz and DirecTV’s own Audience Network remotely. Users can also set their DVRs remotely.

The satellite operator also said that Paul Guyardo will head all ad sales, including addressable and digital initiatives, in a new chief revenue and marketing officer position. He has been CMO since 2005, and two years later added ad sales oversight.

Goncalves joined DirecTV in 2007 and has been senior vice president of product management. He stated that the new unit has “the intelligence and creativity to not only keep pace with our rapidly changing industry, but go beyond that.”

DirecTV has offered customers a chance to access its “NFL Sunday Ticket” package through an online-only opportunity if they cannot receive DirecTV.