• by Wayne Friedman , August 2, 2006

NBC Universal is beefing up its digital personnel. Adding to its digital platform senior executive ranks, the network has named George Kliavkoff its first chief digital officer. Kliavkoff comes to NBC from a senior executive position at Major League Baseball Advanced Media, MLB's digital platform unit. He'll report to Beth Comstock, president of NBCU Digital Media, and be responsible for new broadband and wireless businesses, as well as partner relationships for the NBCU Digital Studios.

Kliavkoff was previously executive vice president at Major League Baseball Advanced Media, in charge of baseball's new media licensing business and interactive media's business development. Starting five years ago, Kliavkoff built out paid content businesses for MLB and all its teams, including retail sales and wholesale licensing.

Previously, he ran business development for Real Networks' consumer division.