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MTV may not matter to music as much as it once did, but it still matters. There’s the sales bump after s after the Video Music Awards, for example.  So who leads MTVmatters; and starting today its not an exec with a music industry background.

MTV has named Sean Atkins as President, overseeing MTV and its sister networks MTV2 and mtvU. Atkins joins MTV from Discovery Communications, where was General Manager & Executive Vice President of Digital Media and Strategy. Berfore that he did executive stints at HBO and Yahoo!.

Atkins will report to Doug Herzog, President of the Viacom Music and Entertainment Group. MTV’s programming co-heads, Mina Lefevre, Executive Vice President and Head of Scripted Development; and Lauren Dolgen, Head of Reality Programming and Executive Vice President of Series Development, will report directly to Atkins.