Twitter has hired a former media executive to run its growing live video business: Todd Swidler, former senior vice president of video and partnerships at Bloomberg. Swidler was most recently running the gaming company ESC Games as CEO, a position he just started in July.*
Swidler is joining Twitter to run the business side of its live video efforts, a growing focus for the company, which has ambitions to be a digital TV distributor.
In that vein, Twitter recently inked a bunch of live video deals with more than a dozen publishers, including Bloomberg, and has plans to stream live video content around the clock.
It will be Swidler’s job to make that happen, as he’ll take over the day-to-day running of the live video team, including all partnerships. (His role will be on the business side, though; Periscope CEO Kayvon Beykpour is still running the product side of Twitter’s live video efforts.)
Swidler will report directly to COO and CFO Anthony Noto, who has been pushing this live video effort both internally and externally for over a year. A Twitter spokesperson confirmed that this is a new position inside Twitter, and also confirmed that Swidler started on Monday.
* Correction: A previous version of this story said that Swidler started at ESC Games in November, but that was when his role was announced, not when he joined the company.
This article originally appeared on Recode.net.