The company has appointed Judy McGrath president of MTV Group and chairman of Interactive Music. MTVi's current chief executive, Nicholas Butterworth, will report to McGrath.
"Teaming Judy with Nicholas Butterworth gives our online music operation a powerful advantage and will surely accelerate the seamless integration of our music television and Web businesses," Tom Freston, chief executive of MTV Networks, said in a statement.
McGrath also will oversee MTV's investment in MTVi once the digital division goes public.
Meanwhile, Van Toffler, previously general manager of MTV, will assume McGrath's previous title as president of MTV and MTV2. Bill Roedy, president of MTV and VH1 international, will be responsible for all of MTV Networks' overseas operations.
The executive shuffling comes as MTVi prepares to go public. MTVi consists of music destination SonicNet, MTV.com and VH1.com.
Viacom, MTV's parent company, recently completed its $44 billion acquisition of CBS. Since the acquisition, CBS's cable operations TNN and CMT: Country Music Television have merged with MTV Networks under the management of MTV's Freston. Other cable assets, including Nickelodeon/Nick at Nite, TV Land and The Box, are also overseen by MTV Networks.
Today's announcement comes after CBS laid off a quarter of its staff in its online division. Viacom also recently shut down Nickelodeon Online's toy retailer, Red Rocket, citing difficulties in sustaining its e-commerce business.