AOL appoints new head of content strategy –

America Online Inc. (AOL) has tapped media veteran Jeff Rowe as its new senior vice president and executive producer in a bid to recharge the waning Internet service with splashier content and services.

Rowe's appointment, announced Monday, puts him in charge of AOL's day-to-day media strategy, where he will make decisions over music, video, news and entertainment offerings delivered to AOL's more than 35 million members.

The new exec will report to AOL Executive Vice President for Programming and Strategy David Lebow.

With experience in radio, broadcast, cable and online media, Rowe has a broad base of programming savvy on which to draw, the company said. Among his various posts, Rowe spent six years at NBC working in programming and promotions and was previously vice president of VH1. In the Internet world, Rowe served as general manager of online entertainment service and lead the startup.

Rowe is taking the helm of AOL's content strategy as the company gets ready to launch AOL 8.0, due out in mid-October. The company is hoping that the new software, along with a recent push to restart the Dulles, Virginia, Internet unit with executive reshuffling and strategy shifts, will get it up and running again.

Stock AOL parent company AOL Time Warner Inc. (AOL) was down 4.95 percent to US$11.52 a share in late morning trading Monday.

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