AwesomenessTV and Verizon’s premium content venture is building a formidable executive team. Samie Kim Falvey, the former EVP Comedy Development at ABC who joined the video venture as Chief Content Officer in August, has brought in another former longtime department head at a major TV company, Russell Rothberg.

Rothberg, who headed Universal TV’s drama department for five years, most recently as EVP Drama Development, until his exit at the end June, has joined the unnamed venture as SVP Creative. Reporting to Falvey, he will oversee development and production for all genres of programming for the new service, which is focused on producing premium shortform mobile content from A-list writers, producers and directors that appeals to young adults in the 18-35 age group. Its slate will be a completely different from the current AwesomenessTV programming.

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“Russell’s ability to connect with creators has made him a stand-out executive in the industry, and I am thrilled to have him join our team,” said Falvey. “Together we will create exceptional mobile friendly programming with the best auspices for our new platform.”

During his stint as Universal TV’s head of drama, Rothberg developed such series as Bates Motel for A&E, The Path for Hulu and Chicago Fire and Shades of Blue for NBC. In addition, he developed the upcoming dramas Emerald City and Midnight, Texas for NBC, Pure Genius for CBS and the Noami Watts starrer Gypsy for Netflix.

Prior to that, Rothberg served as VP Current Programming at Fox Broadcasting Co. where he oversaw such series as House, Bones, American Dad and The Sarah Connor Chronicles.