Fuel TV Taps George Greenberg to Replace CJ Olivares

10:59 AM PST 04/28/2011 by Lesley Goldberg

The longtime executive will serve as executive vp and GM at the entertainment and sports network.

George Greenberg has been tapped to replace CJ Olivares as executive vp and GM at Fuel TV.

The 17-year Fox staffer will now oversee day-to-day operations at Fuel TV, including research, programming development, scheduling, production and more at the Fox Sports Group's entertainment and sports network for young males.

"Having a keen eye for talent, set design, program content and promotion, he has the ability to create programs from scratch and take existing shows and make them better, and I’m confident he’ll use all his skills to the long-term benefit of FUEL TV,” said Fox Sports Media Group chairman David Hill, who made the announcement Thursday.

Greenberg since 2007 had been serving as executive vp at Fox Sports Media Group, where he was responsible for for identifying new talent as well as maintaining the Fox Sports brand. In the past year he has developed new content for Speed, including Car Warriors, American Truckers and Car Science.

“I’m looking forward to injecting myself into all the various components of Fuel TV’s operations as quickly as possible as we transition to a network with a broader male appeal,” he said. “My first priorities are to strengthen the quality of our action sports programming and then identify and/or develop attractive programs that help broaden our base while not straying too far from our core.”

Greenberg also helped launch Fox Sports as senior vp and creative director for the unit. From 1984 to 1987 he was director of advertising and promotion at ABC Sports. He is a 16-time Emmy winner, including four for on-air promotion and five for directing at ABC Sports.

Olivares announced his departure Tuesday and will transition into a consulting position with a focus on Fuel TV's action sports content.

Fuel TV is in more than 30 million homes in the U.S.

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