Yahoo Hires Former ABC TV Exec

What better person to appoint to head your media and entertainment division than a Hollywood executive with shows like ‘The Sopranos’, ‘Lost’, ‘Desperate Housewives’, ‘Wife Swap’ and ‘Boston Legal’ under his belt? Prior to this, he served as co-chairman of the division with responsibility for all creative, programming and business areas of the division, which encompassed Touchstone Television and ABC Entertainment.

The man in question is former ABC Entertainment Television chairman Lloyd Braum, and he will oversee Yahoo’s movies, TV, entertainment, music, games, finance, news and weather, sports, health and kids businesses. He will also do the negotiating with Hollywood to release exclusive content on Yahoo, as well as developing original new content within the company. It has been reported that he was fired from his ABC post in April following disagreements over the direction and management of the network, which had fallen to fourth place in the ratings.

His main task will be to convince movie, TV and music companies to distribute more content exclusively on Yahoo. His impressive pre-ABC resume reads like he is tailor-made to do some convincing – chairman of Disney’s Buena Vista Television Productions, president of Brillstein-Grey Entertainment, and partner at the law firm of Silverberg, Katz, Thompson & Braun.

Yahoo already took the Hollywood route a few years ago when it appointed former Warner Bros. chairman Terry Semel as its CEO in 2001. In recent months, the company has signed several deals to provide related Web content for popular television shows such as NBC’s “The Apprentice” and CBS’ “Survivor”.

It’s all about getting exclusive content. In September, Yahoo announced that it would produce, host and sell advertising for the official Web site of reality TV show, “The Apprentice,” in which contestants battle to win a job working for real-estate mogul Donald Trump.