Industry Moves: MSN Starts Reformation; John Nicol New MSN GM; Bennett, Michaels Promoted

Finally, Microsoft is kicking it up a notch at MSN.com with alum John Nicol as GM. Turns out Nicol, formerly president and CEO of MSNBC.com and GM of MSN TV, has been in the wings since returning to the company late last year to reignite MSN as an entertainment destination. He’s planning a major relaunch this spring. “What you will see permeate the site is a whole new personality built around video and user-generated content,” he told Elinor Mills. He also told her to forget the rumored MSN Media Network rebranding. More from AP.

Two promotions are part of the new strategy: Rob Bennett has been promoted to GM, entertainment and video services for MSN, with responsibility for the development and programming of MSN’s digital media and entertainment-related properties. He was project unit manager at MSN Video, Movies and TV.

Joe Michaels has been promoted to director of business development of entertainment and video services for MSN from senior business development manager, MSN Video. Michaels is responsible for deals and opportunities covering MSN Video, Movies and TV and other areas of entertainment.

The moves are part of an entertainment push that began publicly with the corporate reorganization late last year. How it all fits together is still murky. For instance, Bryan Lee heads a new Entertainment Business unit that oversees music, TV and video but he reports to Robbie Bach, head of Microsoft Entertainment and Devices. Meanwhile, MSN.com remains part of Microsoft Platform Products & Services. I’ve talked to people who believe MSN will become part of Bach’s group; the entertainment emphasis might back that up but the role of the portal itself as a conduit and online foundation for Microsoft’s Live platform complicates matters. Could a split between content and services/apps be the answer? Watch this space.

Related: Microsoft Creates New Entertainment Business Unit; Will Be Overseen By Bach, Headed By Lee

Comments have been disabled for this post