Veteran TV and digital media veteran Jordan Levin has been named the NFL’s first chief content officer, overseeing the league’s programming efforts.

Levin will be charged with developing and implementing content for the league’s owned properties, including the NFL Network and NFL Now online platforms, according to the Wall St. Journal. He also will oversee the Super Bowl Halftime Show and work with other media partners that broadcast NFL games.

Levin most recently served as EVP of Microsoft’s XBox Entertainment Studios, which closed its doors last year. Before that, he was a top exec at the WB Network from the mid-1990s through 2004, overseeing hit series such as Dawson’s Creek and Buffy The Vampire Slayer.