• by David Goetzl , April 3, 2007

BET Networks, an increasing focus at Viacom under the leadership of new CEO Philippe Dauman, has tapped three new executives--two from AOL--in the marketing arena. A chief goal: Bolstering multi-platform ad sales efforts, the company said.

Janet Rolle joins as executive vice president-CMO from AOL, while Alvin Bowles also comes from the Internet company as senior vice president-integrated marketing. And Jeanine Liburd, who served in communications at Viacom, joins as senior vice president-communications and public affairs.

The executives come as BET--which is placing a greater emphasis on original programming, has recently taken full control of its Web site and is even moving into films with its Paramount corporate cousin--launches an integrated marketing department. That group will look to devise ad/marketing opportunities for clients that stretch across all BET properties.

"Over the last 18 months, BET Networks has experienced significant growth in its development of original programming and entry into digital entertainment platforms as the media and entertainment landscape has been evolving," said CEO Debra Lee.

Rolle will oversee all domestic marketing for the BET brands, including the cable networks and Digital Media Group, and BET Pictures.

At AOL, Rolle served as vice president-general manager of AOL Black Voices and women's and lifestyle programming. Before that, she worked at Viacom's MTV Networks.

Liburd has been with Viacom for seven years with various coporate roles. Most recently, she was responsible for overseeing media relations and other corporate outreach efforts.

Bowles was publisher of AOL Black Voices and oversaw multicultural sales across AOL Media Networks. Before that, he worked in top posts at the Time Warner Corporate Global Marketing Group.