Luis Abril was named president of Spanish digital satellite TV operation Via Digital, by parent company Admira.
Abril is also president of Admira, the multimedia arm of telecoms giant Telefonica, which he took over from Juan Jose Nieto in January.
The appointment is the latest in a series of top level executive shifts at Admira and its operating divisions: Via Digital, free-to-air broadcaster Antena 3 and film producer-distributor Lolafilms.
Local press also reported the appointment of former Antena 3 executive Carlos Taboada to replace Ramon Colom as head of programming and content at Via Digital, though sources at the broadcaster were unavailable to confirm.
Admira has made cost-cutting a priority across its myriad interests after posting Euros347m net losses last year.