Previously, Lucas served as executive vice president of the entertainment sales group. He will report to MTVN COO Rich Eigendorff, with additional reporting to MTVN Music & Logo Group president Van Toffler, and MTVN Entertainment Group president Doug Herzog.

"This move addresses the evolving marketplace and puts us in the best possible position to meet the changing needs of our advertisers and agency partners. Jeff’s smart approach meets client needs at the corporate, planning, and buying levels, and we want to systematically apply that thinking across our teen and adult-focused brands. We’re excited to have Jeff’s leadership heading into the 2011-2012 Upfront Season, as we look to further monetize ratings gains and build on the momentum across our portfolio," said Eigendorff.

In his role, Lucas will oversee all advertising sales and integrated marketing for the company’s Music & Logo Group; which includes MTV, VH1, CMT, and Logo; as well as its Entertainment Group; which includes Comedy Central, Spike, and TV Land.

MTV, VH1, and Logo 360 Brand Sales executive vice president Sean Moran will assume an expanded role under Lucas. Lucas will fill out the rest of his core team in the coming weeks.