At NBC Universal, Comstock Widens Role

Takes On Oversight of Ad Sales, Marketing and Research

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NEW YORK ( -- Beth Comstock's domain within NBC Universal grew a little bit bigger today. The company's digital czarina will become president-integrated media, a new role that takes in oversight of ad sales and ties that function more closely to marketing and research within the General Electric Co. unit.
Beth Comstock
Beth Comstock Credit: Chris Haston

The move underscores the speed at which TV and new media are converging, a shift that is requiring a rethinking of roles both at media conglomerates and the agencies that buy across multiple media.

Presence in ad land
Ms. Comstock, previously president of NBC Universal digital media and market development, has been aggressively making the rounds in the advertising community, speaking at conferences and visiting media agencies. Ms. Comstock also had a hand in bringing in Mike Pilot, the company's new ad-sales president who joined from GE.

The change comes in the wake of Jeff Zucker's promotion to president-CEO of NBC Universal last week, a move that presaged an organizational shift within NBC Universal. Mr. Zucker made other changes today, including the appointment of Jeff Gaspin, who was named president of NBC Universal cable and digital content. (Mr. Gaspin had served as president-cable entertainment, digital content and cross-network strategy.) Under Mr. Gaspin, the cable-content and cable-distribution divisions will come together under one unit.

Marc Graboff becomes president of NBC Universal TV, West Coast. In that role Mr. Graboff will oversee the NBC network and studio and NBC's internal marketing divisions. Mr. Graboff will also oversee the domestic-syndication business.

"The goal is to have an organization that is simple, understandable and can move quickly in this new and complicated world," Mr. Zucker said in a statement today.
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