MTV's Greco Joins Lifetime as Research Head

Cable TV firm Lifetime Networks has hired former MTV VP Research Mike Greco to head its research team, replacing television historian Tim Brooks who is retiring.

Greco had been with MTV since 2000, where he oversaw all primary and secondary research across all the organisation's brands, and analysed ratings and research in order to develop programming and ad sales strategies. Prior to this, he was VP Broadcast Research at media branding and communication agency OMD USA. Greco began his career at Nielsen, after graduating from Bryant College with a Bachelor of Science in Business Administration.

Based in New York, in his role as Executive VP Research, Greco will be responsible for all research across the Lifetime portfolio, which will be used to generate media coverage, boost ad sales and interest in the networks.

CEO Andrea Wong said: 'Mike's strong experience, strategic abilities and creative thinking have earned him the reputation as one of the industry's outstanding research executives. These broad-based skills will be a perfect fit as we redefine and expand the role of research to increase brand growth across all our platforms.'

Brooks, who earlier this year announced his plans to retire, will act as a consultant to Lifetime until the end of the year. His career included research positions with CBS, NBC, Westinghouse, NW Ayer and USA Networks. Wong described him as a 'true national treasure' and said that he had not only made enormous contributions to the company during the past eight years, but had also served as a research source to the entire industry.

Launched in 1984, Lifetime shows movies, sitcoms and dramas which are either geared towards women or feature women in the lead roles. Walt Disney and Hearst Corporation owned, the firm's programmes are viewed in 93 million households across the US. The network is online at www.lifetimetv.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.