Fox today is expected to name longtime Fox exec GEORGE GREENBERG
as the new Exec VP & GM of Fuel TV
. The move comes days after the resignation of Fuel TV GM C.J. OLIVARES
, who held the position since '07. The selection of Greenberg is another signal that Fox intends to strengthen and diversify Fuel TV
's programming as it looks to expand the audience from 12- to 24-year-old males to 12- to 34-year-old males. The action sports network announced last fall it would be adding MMA and motorsports programming in an effort to increase viewership. Fox wants to expand the net's distribution from 30 to 50 or 60 million homes. Greenberg has been at Fox for 17 years and most recently served as Exec VP/Programming & Production at Fox Sports. In that role, he oversaw programming development for Speed, Fuel TV
, Fox Soccer Channel and Fox Deportes. He previously worked as Fox Broadcasting Company Exec VP/Marketing and helped launch Fox Sports in May '94 as Senior VP & Creative Dir for the division. Greenberg said, "My goal very simply is to build upon the base of action sports at Fuel. It's what makes this channel go every single day. We're going to look at events that broaden that. We're going to look at production that can help beef up actions sports, and we want to make these shows go further, faster and stronger." Greenberg added he does not expect any radical changes to the network's current programming. He is an avid snowboarder who has covered action sports events in the past. Greenberg: "I'm very much into that world and celebrating everything around it." He expects Fuel to spend more on programming and marketing in order to bolster the network and "up produce" the shows.