• by Wayne Friedman , July 1, 2005

MTV Network executive Diane Robina has been named president of Comcast-Sony Networks, a joint venture between Comcast Corp. and Sony Pictures Entertainment intended to create new cable networks. Other venture details, including marketing and advertising, have yet to be disclosed.

Robina will report to Jeff Shell, president of Comcast programming, and to the Board of the venture. The point person for Sony's interest is Steve Mosko, president of Sony Pictures Television.

Comcast envisioned this new cable venture when Sony Pictures announced its bid to buy MGM last year. As a result, it struck a deal with Sony, in which it would take a minority stake in Sony for some $300 million--with the intent to create a cable distribution platform out of Sony's library of TV and movies as well as that of MGM's vast archive of film and TV material.

The deal comes in two parts: The first, in which Comcast-Sony would create somewhat standard cable movie channels like that of American Movie Classics or Turner Classic Movies. In theory, these new movie channels could be advertising support networks. The deal made sense for Sony, who--unlike other media conglomerates--isn't as strong in the cable or network TV distribution.

The second part comes in the more lucrative world of video-on-demand, an area Comcast has been pushing to keep more cable subscribers from going to the satellite services.

No word yet as to how marketing or advertising would be structured. Both companies have their own national advertising sales divisions. Sony's advertising efforts are primarily with its syndicated properties, headed up by Amy Carney, senior vp of advertising sales of Sony Pictures Television.

Comcast's national advertising sales efforts are steered by David Cassaro, newly installed as president of Comcast Network Advertising Sales. Comcast networks include E!, Style Network, G4techTV, International Channel Networks, Outdoor Life Network, and The Golf Channel. Comcast executives did not return phone calls by press time.

In an unusual move, Robina will be housed in Philadelphia--which is home to Comcast--but far away from the entertainment creative powers in New York and Los Angeles.

Robina is currently executive vp of acquisitions strategies for MTV Networks. Previously, she was executive vice president and general manager of TNN. Before that she was associate general manager and senior vice president of Nick-At-Nite and TV Land.