Greco Heads Lifetime Research, Brooks Retires

Lifetime has turned to an MTV research executive to take over for the venerable Tim Brooks as its research chief. With Brooks retiring, Mike Greco becomes executive vice president of research.

New Lifetime CEO Andrea Wong's selection of Greco is her second major executive announcement since taking over last spring. It follows the addition of former WB marketers Bob Bibb and Lew Goldstein. Another post--head of ad sales--remains vacant.

Greco was senior vice president of research at MTV, and takes over immediately. Brooks transitions to a role as a consultant through the end of the year, following his eight-year tenure at the female-targeted network.

Brooks, a TV historian and often-quoted expert on the medium, is expected to spend time writing and perhaps updating his compendium of network prime-time shows. His impending retirement was announced previously.

Greco's role covers research for the full Lifetime portfolio, which includes two networks in addition to the flagship, as well as expanding digital initiatives. His efforts will be used to generate favorable media coverage, boost ad sales and bolster affiliate interest in the linear networks and related properties.



Wong said Greco offers "strategic abilities and creative thinking," and his "broad-based skills will be a perfect fit as we redefine and expand the role of research to increase brand growth across all our platforms."

Greco has been in his MTV job since 2004, and worked across multiple brand extensions from MTVU to to MTV Tr3. He also has experience at agency OMD.

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