Former DirecTV programming chief Michael Thornton is staying in L.A. after all (Cfax, 9/9). But rather than buying programming, he’s gonna be peddling it. Word is he will sell syndication for Disney’s Buena Vista. Remember the pitch: It’s all about "value," Bob… — DeDe Lea was named svp, govt relations of the new Viacom. After the expected spin-off, she will head govt relations for MTV Nets, BET, Paramount Pictures, Paramount Home Entertainment and Famous Music. — TV Guide’s Mary Beth Gonzalez was plucked to be Lime’s vp, integrated sales/marketing. — Liberty Global is replacing retiring CTO Sudhir Ispahani with veteran Tony Werner. Eric Lennon will become CTO of UPC Broadband, Liberty Global’s European distribution op. Bonnie Gray moves to become chief network operations for UPC Broadband and Mehrdad Mansourpour was hired as CIO, UPC broadband. — James Cable Holdings tapped Rudy Tober of Bresnan to become vp, marketing. — Valerie Barkan was promoted to regional vp, affiliate relations, In Demand.

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The Name’s ESPN, Just ESPN

Forget ESPN Flagship, ESPN All Access or ESPN DTC. The name for ESPN’s forthcoming direct-to-consumer offering of its flagship channel is expected to just be called “ESPN.” Sources told CNBC that execs

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