DENNIS Swanson is joining CBS – three days after announcing his retirement from NBC.
Swanson, who said Friday he’s leaving NBC-owned Ch. 4 after six years, has been hired by CBS owner Viacom to oversee its Viacom TV Stations Group as executive vice president and COO.
That means that Swanson will have now worked at all “Big Three” networks, having toiled in a variety of executive capacities at ABC – including 10 years as president of ABC Sports – before joining Ch. 4 in 1996.
Swanson will be responsible for a total of 39 stations – 20 CBS stations (including Ch. 2), 18 UPN stations and one independent.
Swanson already made his first moves, promoting Ch. 2 general manager Tony Petitti to senior vice president, station operations – and bringing Lew Leone over from Ch. 4 to replace Petitti as Ch. 2’s general manager.
Swanson won accolades at Ch. 4, not only for leading the station through successful sweeps periods, but for establishing closer ties with the community and many diverse ethnic groups.
“I’ve always believed that the key to success in local television is reaching out and serving all the diverse communities that make up your market,” Swanson said. “And there are tremendous opportunities awaiting us across the board.”
Swanson gave Oprah Winfrey her start when he was general manager of WLS in Chicago, and is also chairman of the Board of Trustees of the National Academy of Television Arts and Sciences.