WNET, New York's public television station and one of the dominant programmers of national public TV programming, Tuesday unveiled plans for a new sales unit that would aggressively market program
sponsorships and enhanced underwriting buys to national marketers. In a move symbolic of its new commercial intent, the station named James Joyella, one-time head of the Television Bureau of
Advertising, to run the new unit. Joyella, who will serve as managing director of national program sponsorship, will oversee sponsorship deals covering programming on WNET, as well as Long Island, New
York-based WLIW. WNET produces about a third of the programming broadcast by the Public Broadcasting Service in primetime.
