Brad Siegel has been named president of TV One network, and will lead all business and creative aspects with chairman and CEO Alfred C. Liggins III, to whom he will report.

The appointment was announced by Liggins and Radio One founder and chairperson Cathy Hughes.

“After a comprehensive search of a broad and diverse slate of candidates, we are pleased to have identified someone with Brad’s unique balance of industry leadership and engagement with the entertainment, pop-culture and new media savvy audience we serve,” Hughes said.

“I look forward to working in partnership with Alfred Liggins, Cathy Hughes, and TV One executives, as well as Comcast and NBCU to further the strong momentum attained by the TV One team,” said Siegel.  “The opportunity to build on the network’s diverse slate of original programming such as the award-winning Unsung and popular music reality series R&B Divas LA is awesome and I couldn’t be more proud that TV One is the exclusive home of the prestigious NAACP Image Awards. I am very excited to join the leadership team and help lead TV One to new heights as it enters its next decade.”

Siegel in October announced he was stepping down as vice chairman of Atlanta-based UP, which he co-founded in 2004 with current CEO Charlie Humbard as the Gospel Music Channel, reaching just 2,700 homes. Today, that network is carried in almost 70 million homes.

During his UP tenure, Siegel oversaw programming and marketing and was also integral to the growth of distribution and advertising sales. In 2012, UP partnered with Magic Johnson Enterprises (MJE) to launch ASPiRE. Siegel led the team that conceived and developed ASPiRE with MJE.

Siegel also is credited with launching and overseeing UP’s original-programming strategy, developing and producing 44 movies as well as reality series and specials, and is the architect of the network’s successful partnership with the American Black Film Festival.

Before UP, Siegel was president of Turner Entertainment Networks, overseeing TNT, Turner Classic Movies, Cartoon Network, Turner South, Boomerang, TBS Superstation, WTBS Channel 17, and WCW, as well as Turner Studios.

Launched in 2004, TV One serves 57 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies and music targeting a diverse audience of adult black viewers. In 2008, the company launched TV One High Def, which now serves 14 million households. TV One is owned by Radio One and Comcast.