XY.tv to March with Patton

Dennis Patton, a veteran of Rainbow Media Holdings Inc. and National Geographic Channel, has been named chief operating officer of XY.tv, the network aimed at Generation X and Generation Y audiences, officials said Tuesday.

Patton has been consulting for XY.tv since January 2003, and he was instrumental in its Dec. 15 launch.

In his new post, Patton will continue to oversee the network’s distribution initiatives, heading its affiliate-sales and marketing team in addition to having duties for strategic-business development, programming, marketing and network operations.

“Operators have less than five networks targeting the under-30 market, and advertisers are desperately seeking new ways to reach this elusive young-adult audience,” Patton said in a prepared statement.

“Of course, the winner in the end is the satisfied viewer, who has a channel, Web experience and a package of home-entertainment services specifically designed for them,” he added.

Patton held various posts at Rainbow from 1984-98, ending up with the title of senior vice president of strategic planning and business development. As senior VP and general manager, he launched MuchMusic, now called Fuse, increasing its subscriber base to more than 22 million.

After Rainbow, Patton formed a consulting firm and became executive VP of marketing and new media for NGC, where he oversaw the marketing and positioning strategy for its launch.

XY.tv, founded by John Garabedian, has a schedule with 100% original shows dedicated to the lifestyle and interests of the Gen X and Gen Y generations, viewers 12-34.