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Mell Exits Fox

Jul 28, 2004  •  Post A Comment

After only two years and one month on the job, Fox Broadcasting’s Roberta Mell has left as executive VP of marketing.

Ms. Mell, who was hired by former Fox Chairman Sandy Grushow, had one year left on her contract. A Fox spokesman declined to comment on Ms. Mell’s departure. Executives said a search is under way for a replacement.

It’s the second time in four years a Fox marketing executive departed after a relatively short run. Senn Moses was the senior marketing executive for nine months in 2000. Some executives say the marketing problems at Fox stem from Mr. Grushow’s hands-on role in marketing the network. Gail Berman, Fox Entertainment president, in charge since January when Mr. Grushow stepped down, can now seek out her own marketing chief, according to executives.

Fox has had the ambitious task this summer of marketing six shows in an attempt to launch year-round programming. After several weeks Fox’s results have been, weak with ratings down double-digit percentages from last summer’s program ratings.