AwesomenessTV, Verizon Tap Former Universal TV Exec Russell Rothberg for Streaming Service

Russell Rothberg - Universal Television - Publicity-P 2016
Mitchell Haaseth/NBC

He will report to Samie Kim Falvey, who joined the venture from ABC in August.

AwesomenessTV and Verizon have added another television veteran to the team for its forthcoming streaming service. 

The companies have hired former Universal Television executive Russell Rothberg as senior vp, creative for their forthcoming premium content joint venture. Rothberg joins a team led by chief content officer Samie Kim Falvey and will oversee development and production on all genres of programming for the new service, which will focus on shortform content for mobile audiences. 

Rothberg most recently served as executive vp, drama development at Universal Television, a role he held from 2011 to June of this year. While there he developed Bates Motel, Hulu's The Path and upcoming dramas Emerald City and Midnight Texas. He previously served as vp, current programming for Fox Broadcasting Co. where he oversaw series including House and Bones

"Russell's ability to connect with creators has made him a standout executive in the industry, and I am thrilled to have him join our team," said Falvey. "Together, we will create exceptional mobile friendly programming with the best auspices for our new platform."

Added Rothberg: "AwesomenessTV has changed the way youth audiences are watching their favorite series and films. I am honored to be joining such a successful and innovative company, and I am excited to be part of this new endeavor." 

The companies have shared few deals about the forthcoming service, which is still unnamed. They first announced their plans to create a premium shortform video service after Verizon acquired a 24.5 percent stake in AwesomenessTV.

The companies have not yet disclosed when the service will launch or what it will be called, but ATV CEO Brian Robbins told The Hollywood Reporter in April that the new brand would feature some paid content, would launch as a part of Verizon's go90 app and would be available exclusively on Verizon platforms in the U.S.