Generate Adds Execs as Company Grows

Production and management firm Generate has added to its executive ranks and is adopting a more traditional studio structure as it pushes beyond broadband creation and talent management to become an entertainment producer across media platforms.

Founding partner Pete Aronson is taking on the new role of president of Generate Studios, in charge of overseeing the production of franchise entertainment properties across film, TV and broadband.

Michael Petok has been promoted to head of production of Generate Studios.

The company also has hired former HBO executive Chris Gwiazda as CFO and former Cartoon Network executive Tim Stephen as executive vp business affairs and legal.

“As Generate continues to deliver on the promise of developing concepts that migrate across platforms, it became crucial that we augment our corporate structure,” CEO Jordan Levin said.

Gwiazda held various positions in finance and analysis at HBO in its sales, distribution, original programming and new-media programming operations.

Stephen most recently was legal affairs counsel at Cartoon Network and served as director of business and legal affairs, television, at Lionsgate.

Aronson will spearhead development of multiplatform content, including that under an exclusive multiyear development and production deal signed last month with 20th TV.

Petok, who won an Emmy for his work on “In Living Color,” will manage production of projects across platforms. He and Aronson worked together on “The Bernie Mac Show.”