SBC Communications, the telecommunications company that has committed billions to building a fiber-based video service that can be delivered through telephone lines, on Tuesday announced a number of executive appointments to help with the video initiative, called Project Lightspeed.

Among the appointments are a number of former executives from satellite operator DirecTV, including Chris Lauricella, who will be in charge of sports programming for SBC; Richard Levine, who will lead SBC’s local programming and broadcast retransmission efforts; and Richard Wellerstein, who will oversee SBC’s video-on-demand effort.

Mr. Lauricella joins SBC from DirecTV, where he was director of programming acquisitions and managed the satellite operator’s relationships with professional sports leagues, ESPN, regional sports networks and targeted sports channels.

Mr. Levine arrives at SBC after serving as acting director of programming acquisitions at DirecTV.

Mr. Wellerstein most recently was with iN Demand Networks, where he was VP of theatrical programming and acquisitions. Before that, Mr. Wellerstein had stints at Sony Pictures Television and DirecTV.

Also joining SBC are Amy Friedlander and Martin Sansing, who will focus on advanced products and new media.

Ms. Friedlander, who will oversee the advanced products and new media group, came from Xantham Partners, where she was senior VP of business development, and before that Intertainer, where she was general counsel.

Mr. Sansing, meanwhile, will report to Ms. Friedlander and joins SBC from Roll Strategy Group, where he was a staff consultant. Before that, Mr. Sansing handled business development for Intertainer.