amy Winter 1Longtime TLC exec Amy Winter has been tapped for the newly created position of EVP and General Manager at UP TV. In her new role, she will oversee and guide development and production of scripted and nonscripted series and movies as well as scheduling and acquisitions, marketing and public relations and digital and social media properties. Winter will be based in UP’s Atlanta headquarters and will report to UP President and CEO Charley Humbard. She begins her new job on February 1.

Winter, who has been consulting with UP since May, has refreshed the network’s on-air look and brand, including the logo mark. In addition, she has greenlighted two new UP original series: its new breakout reality series Bringing Up Bates and the network’s first scripted series Ties That Bind, which is in preproduction.

Winter most recently served as EVP/General Manager of Discovery Communications’ TLC. Titles she oversaw there include Here Comes Honey Boo Boo, Sister Wives, Long Island Medium, The Little Couple, Who Do You Think You Are?, Breaking Amish: Brave New World and Breaking Amish: LA.

She joined Discovery Communications in 2005 as TLC’s VP Creative. During her tenure she led the creative charge for TLC’s rebrand, taking the channel from its Learning Channel roots into its lifestyle focus under the tagline “Live and Learn.” When she became General Manager of TLC in 2011, she greenlighted relationship-focused series including 90 Day Fiancé, Secret Princes and Alaskan Women Looking For Love. She also added hits I Found The Gown and Something Borrowed, Something New to pair with top-rated Say Yes To The Dress on BrideDay,

“Amy Winter is a one-of-akind media executive,” said Humbard. “She combines an intuitive sensibility for understanding what viewers like to watch and how to communicate with them, with a strategic operational discipline for focusing on what drives ratings and revenue. She is a proven winner having created some of the most memorable and noteworthy series and marketing campaigns in cable’s recent history.”

Said Winter: “I am thrilled to join UP, a network that offers a unique promise to an audience searching for content they can enjoy and feel good about, whether they are seeking stories that matter and add meaning to their lives, or simply want to exhale with something fun. I look forward to working with the talented team at UP to create new series and movies for our viewers and their families.”