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AOL taps new executive producer

America Online on Monday appointed Jeff Rowe as the senior vice president and executive producer for its flagship AOL service. Rowe will be responsible for AOL's content offerings and will report to David Lebow, the unit's executive vice president for programming and strategy.

AOL, the troubled online unit of media giant AOL Time Warner, has been revamping its service to offer original content exclusively to its subscribers. The division is aiming to refurbish its service under the model of television networks, offering original event-driven programming. The division is also preparing to launch the latest version of its service, AOL 8.0, later this fall.

AOL over the past year has witnessed its online advertising revenue and subscriber growth decline due to an overall slowdown in the industry. The company has shuffled its executive ranks in an attempt to rekindle the service to lure new subscribers.