George Kliavkoff, who most recently ran Major League Baseball’s new media initiatives, has been named NBC Universal’s first chief digital officer.

Mr. Kliavkoff will be responsible for furthering the company’s digital media strategy and its businesses as NBCU Television Group CEO Jeff Zucker pushes to make new media a part of every show on its networks. Zucker last month told employees he is initiating a review to ensure NBCU is structured to capitalize on technological changes in the television business.

Mr. Kliavkoff will also oversee the operations of new Internet and wireless efforts at NBCU as well as digital innovation and product development, and Web site and partner relationships. Mr. Kliavkoff, who will start in September and work out of NBCU’s New York headquarters, will also be in charge of digital studios, which produce original and interactive content at the company.

Beth Comstock, president of NBC Universal Digital Media and Market Development, to whom he will report, made the announcement Tuesday.

Mr. Kliavkoff joins NBC Universal from Major League Baseball Advance Media, where he was executive VP of business. Prior to MLBAM, he ran the business development group for RealNetworks’ consumer division.