Tom Bier, who has been at Madison CBS-affiliate WISC for 37 years, has been named vice president and general manager at the station.

Bier, a Wisconsin native, has been the vice president and station manager since 1998. Prior to that, he spent 23 years as news director.

“Having watched Channel Three while growing up, it’s an honor to be asked to take on this challenge,” he said in a statement. “The station has always been a leader and I look forward in this new capacity to working with the staff, which has kept us in this position over the years.”

Bier has been the acting general manager since September, when David Sanks resigned.