MUMBAI: US broadcaster NBC Entertainment has named Robert Hayes to the newly created position of executive VP, digital media. He will report to NBC Entertainment Marketing and Digital president Len Fogge.

While making the announcement jointly, NBC Entertainment chairman Robert Greenblatt and NBC Broadcasting chairman Ted Harbert emphasised the strategic role of digital media in a highly competitive television landscape.

Greenblatt said, "It‘s critical that we do everything possible to light up digital media in order to help rebuild the primetime schedule. And there‘s no one better to lead this effort than Rob Hayes. I saw the effect he had at Showtime firsthand, and it‘s no accident that the pay network‘s explosion coincided with its digital innovations."

Harbert said, "As NBC expands its digital media reach. We want to take full advantage of the synergy between programming, marketing and digital media which the interface between Rob, Len and Bob represents."

Hayes will oversee the network‘s day-to-day digital strategy and operations, encompassing NBC‘s various digital platforms and initiatives which include NBC.com, social media, online, mobile/apps, connected devices, multi-platform programming, product development, digital media business development and digital marketing.

Fogge said, "Digital media is an essential component of NBC‘s programming, marketing and monetization strategies. Rob‘s demonstrated success as a creative digital media executive who understands the intersection between consumer behavior and emerging technologies makes him ideal to lead our initiatives in this area."

Hayes‘ hire signals the network‘s move to more closely align its digital and programming strategies by engaging fans, growing revenue, and enhancing digital marketing opportunities for NBC shows such as ‘Smash‘, ‘The Voice‘and ‘30 Rock‘.

Hayes comes to NBC from Iconic Entertainment where he served as COO, creating premium VOD channels for YouTube and other premium over-the-top distributors.

Prior to that, Hayes made his biggest impact at Showtime Networks where he oversaw all things digital for the premium network, developing identities for shows like ‘Dexter‘, ‘Weeds‘, ‘Nurse Jackie‘, ‘Californication‘ and ‘The Tudors‘." Under Hayes‘ leadership, Showtime broke new ground in developing a digital business strategy that included the first deals for premium television with iTunes, Amazon and Netflix, among others. During his tenure, the network enjoyed its greatest growth spurt from 12 million to more than 18 million subscribers.

Earlier in his career, Hayes served as VP of Business Development and VP, International Business Development, assessing opportunities for Showtime and other Viacom brands, focussing on Europe, Asia, Africa and the Middle East, and at Home Box Office in the International Business Development and Operations group, launching HBO‘s first networks overseas.