ABC NAMES CHIEF MARKETING OFFICER

New Network Post Spurred by Success of Prime-time Lineup

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NEW YORK (AdAge.com) -- The success of prime-time shows Desperate Housewives and Lost has prompted Disney-ABC Television Group to create a chief marketing officer position to oversee both the broadcast and cable properties.

Eleo Hensleigh
Anne Sweeney, co-chairman of Media Networks at Walt Disney Co. and president of the TV group announced this afternoon that Eleo Hensleigh, currently running marketing at Disney-ABC Cable Networks, has been appointed as the new CMO.

In a statement Ms. Sweeney credited Ms. Hensleigh with having an impact on the success of the network's new shows this season. "Her recent collaborative efforts with ABC's marketing team to help focus and hone the message for ABC's prime-time launch had had a tremendous impact on the early success of our premiering series."

Surprising success
The surprising success of ABC's prime-time lineup, anchored by Sunday night soap Desperate Housewives and Wednesday thriller Lost, has turned around the ratings fortunes of the once-struggling network. Other moderate successes have been Boston Legal and Wife Swap.

Ms. Hensleigh, whose title at the cable division was executive vice president for worldwide brand strategy, will oversee the marketing, advertising, research, media planning and promotion for the group, which includes the ABC Television Network and entertainment cable networks such as Disney Channel, Toon Disney, ABC Family and SOAPnet. The ABC Television Network overseas the network's various programming units, including daytime, news, late night and network affiliate marketing.

Prior to joining ABC in 1996, Ms. Hensleigh was creative director and senior vice president for marketing and promotion at News Corps.' FX Networks. She held a similar role at Viacom's Nickelodeon/Nick at Nite.

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