Executive John Sykes has been hired as the new president of Clear Channel Entertainment Enterprises, the media company announced Tuesday.

The hire comes days after Clear Channel was rebranded as Clear Channel Media and Entertainment. In this newly created role, Sykes will “develop new businesses for the company across a range of media, including television and live events, as well as create value for Clear Channel advertisers and key partners.” He will report to Clear Channel CEO Bob Pittman.

“Clear Channel has a unique relationship with our audiences, who have a deep loyalty to our brands and trust us to bring them innovative and creative media and entertainment experiences,” Sykes said in a statement.

“I’m looking forward to working with the impressive teams across the company to tap Clear Channel’s unique marketing and promotional capabilities across a variety of media and platforms to serve our consumers, the music industry, advertisers and our key strategic partners in additional and meaningful ways.”

Sykes was hired as a consultant in 2011 by Clear Channel and assisted with the  iHeartRadio Music Festival last September. The 56-year-old was one of the original executives at MTV, a former VH1 president and former Infinity Broadcasting chairman and CEO.