Friedman had been the GM of mtvU, and will continue in that role. He also has overseen MTV Tr3, which targets bilingual Hispanics, and will maintain those duties. But his new responsibilities are extensive-- covering MTV2 and MTV.com as well as MTV itself, which has had some ratings softness lately.
"As head of mtvU, he and his team have developed a strong brand connection with the coveted college audience, forging smart alignments and acquisitions that have truly enhanced our overall business," said Van Toffler, president of MTV Networks Music/Logo/Films Group, to whom Friedman will report.
Friedman has led mtvU, which reaches 9 million college students, for the last five years. His role included oversight of a network of online college newspapers and RateMyProfessors.com.
Friedman has been with MTV for a decade.