Discovery Communications has hired the global head of TV at social media service Twitter, Fred Graver.
The industry veteran will become senior VP of digital content and social for Discovery Digital, the division that Karen Leever oversees.
Graver will oversee Discovery’s digital networks teams across the US, and report to Discovery’s executive VP and general manager of digital media, Leever. He will be based in New York.
Graver’s time at Twitter saw him build the site’s US television business as head of TV. He then became global head of TV creative, where he built a global television business.
In the latter post, he built and managed programmes in Australia, Brazil, Canada, France, Germany, Italy and the Netherlands.
This included global engagement strategies for The Voice in twelve territories and Big Brother in six.
Before Twitter, he was EVP of programming at Travel Channel and SVP at MTV Networks (now Viacom Media Networks).
Leever said Graver “brings with him a wealth of experience and a passion for the Discovery brands”.
“As a creative visionary, he is perfectly suited to drive our networks’ digital and social strategies forward as we continue to pursue our goal of creating iconic Discovery content for audiences across all platforms,” he added.
Leever was hired from satcaster DirecTV in October 2016 to lead Discovery’s digital media activities.
Since then, executives such as The Huffington Post’s Nathan Browen and former E! Entertainment president Suzanne Kolb have joined Discovery’s digital division.
“The Discovery brands speak directly to every meaningful group on the internet, through authentic, real, and hugely entertaining programming,” said Graver. “The creative teams here are the best in the business, both on air and on digital, and I look forward to working with them. It will be a thrill and a challenge to drive new audiences on every platform and device.”
Twitter, meanwhile, this year has launched a 24/7 live video feed, and has seen various networks using its platform as a launch pad for new series.
Others such as Facebook, Snapchat and YouTube have been making significant moves in content this year, as digital companies attempt to gain a piece of the video content market.